Communicating Association of Southeast Asian Nations (ASEAN) integration the case of Philippines [manuscript]
Date
2019
Authors
Lynell M. Alejandro
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Abstract
The study aimed to analyze the communication’s role in ASEAN integration. The study was limited to Philippine Communication agencies responsible for disseminating ASEAN-related messages. Moreover, it was limited to the communication efforts of agencies from 2012 to 2017 only. The study was conducted at Philippine Information Agency located at Quezon City. In addition, analysis of gathered data took place at Central Luzon State University, Science City of Munoz, Nueva Ecija. The duration of this research was from June to December 2018. Secondary data analysis and key-informant interview were the methods conducted to achieve the study’s objective. Manifest level and latent level analysis were done to the data.
Results showed that Philippine Information Agency (PIA), Philippine Broadcasting System (PBS), Philippine News Agency (PNA), and People’s Television Network (PTV) were the agencies responsible for communicating ASEAN-related messages. Philippines utilized tri-media and new media to reach the audience.
Each communication efforts were based on three pillars, AEC, APSC and ASCC Philippine AEC gave priority on single market, competitive economic region, equitable economic development, and integration. APSC highlighted political diversity, political system, migration and democracy. Lastly, ASSC focused as human development, social welfare and protection, social justice and rights, ensuring environmental sustainability and building the ASEAN Identity, Funding, evolving trend in communication and the heterogeneity of the audiences were the major problems faced by the Philippines that affected ASEAN communication scheme of the government.