8

Chapter 1

THE PROBLEM

Introduction

With the advent of mass media, the delivery and access to information became faster and easier. Traditionally, radio broadcasting had been a very essential means of communication among individuals, groups, and societies for it served its purpose in bringing information, commentaries, and entertainment in the Philippines.

One of the most significant events that shaped the Philippines was the birth of radio. In June 1922, a couple of 50-watt radio stations were established in Pasay and in Manila by Henry Hermann. During that time, the Filipinos readily accepted radio news and entertainment programs, and local businessmen, who recognized its profitability, established their own radio stations to advertise their products and services.1

Various environmental initiatives and researches had been conducted to ensure environmental sustainability. Unfortunately, there had not been sufficient avenues for these to be made known to the public and to be put into practice and be replicated.

Government, non-government agencies and various individuals in the Philippines strive to popularize their causes for the environment. One of which, the Center for Environmental Concerns (CEC), has been working closely with communities and organizations nationwide in supporting their initiatives to nurture their ecosystems, defend their common access to natural resources, and eventually improve their living and working conditions in the context of a balanced and healthy environment.2

In Albay, the Albay in Action on Climate Change (A2C2) aims to embed disaster risk reduction to enforce climate-proofing and disaster-proofing of development. Specifically, its Information, Education and Communication (IEC) component creates awareness and environmental action through documentary viewing and conduct of seminars.3

In Legazpi City, there exists an environmental protection program that is produced and run by the youth. Radio Berde is a radio program that sought to promote various environmental campaigns and advocacies in Legazpi City; and to provide an avenue for the public, especially the youth, to adapt to and practice various environmental campaigns and advocacies in the city.

Radio Berde currently airs on Radyo Veritas 1008 every Friday from 11:00 12:00 noon.Radio Berde uses a magazine-type program format wherein news and features regarding environmental initiatives are reported, a discussion regarding various environmental issues and initiatives follows and commentaries regarding the aforementioned wraps up the program.

This study aimed and determined Radio Berde as an environmental action in selected barangays in Legazpi City after being launched on June 16, 2010 and pilot broadcast in Radyo Veritas on July 16, 2010. The study specifically sought to know and determined the Legazpeos action in the protection of the environment through the program contents of Radio Berde.

Hence, this study looked into how the listeners acted and replicated the environmental initiatives promoted by the radio program. Statement of the Problem

The study determined Radio Berde as an environmental action in selected barangays in Legazpi City.

Specifically, it answered the following sub-problems:

1. How often do the audience tune in to Radio Berde?2. What is the level of environmental awareness of the audience, based on the program content along:a. Solid Waste Managementb. Water Conservationc. Biodiversityd. Youths Role in the Protection of the Environmente. Youth Causes for the Environment3. How effective is Radio Berde as an environmental advocacy based on the actions initiated by its listeners after the programs airing time?4. What recommendations may be proposed to improve the program?Scope and Delimitation

The study focused on Radio Berde as an environmental action in selected barangays in Legazpi City.

The study determined the actions practiced by its listeners based on the program content vis--vis studying their radio listenership.

Moreover, this study determined Radio Berde as an environmental action in selected barangays in Legazpi City and revealed the level of awareness of the listeners based on the program content on solid waste management, water conservation, biodiversity, youths role in the protection of the environment, and youth causes for the environment.

Furthermore, this study determined the effect of Radio Berde to its listeners regarding the actions they practiced after listening to the program. In addition, this study found recommendations to improve the program.

The listeners of Radio Berde, through Radyo Veritas 1008, in the urban barangay of Bitano and the rural barangay of San Joaquin in Legazpi City, were the respondents of this study. The researchers chose the listeners in the adjacent urban barangay Bitano because of its proximity to the station and because it has established listeners, according to a study by Dreamylyn Cabarles, et.al.. The adjacent rural barangay of San Joaquin was chosen considering the capacity of the radio station to reach far barangays, also according to the study of Cabarles et.al.

Other local AM radio programs where Radio Berde used to air were excluded since the study focused on the actions practiced by the audience with regards to the solutions presented in the program Radio Berde. These local radio programs were excluded from the study because the initiatives were only discussed in fifteen minutes or less.Significance of the Study

This study is deemed beneficial to several groups of individuals, organizations, and interested end users for a number of reasons.

Environmental advocates. This study could provide environmental advocates ways on how they can extend their causes for the protection and conservation of the environment. Based on the results of this study, they may be encouraged to broaden their advocacies and initiatives through the use of various media.

Broadcast media practitioners. This study can be beneficial to broadcast media practitioners with regards to the feedback on the extent of their effectiveness in providing information which people ought to know about the environment. Based on the results of this study, they may be encouraged to further their duty as disseminators of information to the public.

Communication students. The findings of this study would benefit communication students as this would help them appreciate the importance of the broadcast media to the public, especially in disseminating information regarding environmental actions and initiatives. For research related purposes, communication students can freely browse through this material for reference.

Administrators. This study will give administrators an idea on how environmental awareness can affect the behavior and performance of their students in and outside the institution and become professionals who will help build a better society.

Government Organizations. This study will serve as an eye-opener to government leaders to address the environmental problems facing the community. It will also help them define what solutions do the citizenry, specifically the youth, see as a practical way to sustain the environment.

Non-Government Organizations. This study will help them determine what specific practices should be intensified. It will also inspire them to continue their advocacies for the environment.

Bayer Philippines. As the proponent of the Search for Bayer Young Environmental Envoy, they play an important role in the conception of Radio Berde. This study will serve as an assessment of Radio Berde, which is a project implemented for the Search for Bayer Young Environmental Envoy. This will serve as their guide in taking the challenge of creating new solutions for a sustainable environment through the radio program, and other possible media.

Bicol University College of Arts and Letters (BUCAL). This paper shall contribute to the development of competent and dynamic graduates by motivating and encouraging the students of this college to produce competitive, action-oriented and development-oriented research studies.

The Print and Broadcast Media Department of BUCAL. This study is highly beneficial to the department since it offers additional materials which will provide insights and answers to queries with regards to the vital role media plays in advocating for the environment.

The Researchers. This study will help them determine the specific actions to be made in order to make Radio Berde a better environmental program.

Future Researchers. This will give future researchers an idea on how they will anchor their topic regarding the important environmental issues concerning society. This will also give them solid evidence on the interplay of media in advocacy-related issues.NOTES

1Escote, Alixander, History of Broadcasting in the Philippines, http://socyberty.com/history/a-history-of-broadcasting-in-the-philippines-from-world-war-ii-to-the-birth-of-philippine-television/, Retrieved on October 18, 2010 10:20pm.2Center for Environmental Concerns Philippines, About CEC Philippines, http://www.cecphils.org/about.php, Retrieved on August 8, 2010 10:09pm.

3Albay in Action on Climate Change, Province of Albay, http://www.cifor.cgiar.org/trofcca/attachment/umea/Presentations/09%20PP%20S-09-Lasco_Albay.pdf, Retrieved on October 18, 2010 10:33pm.4Center for Youth Development and Policy Research, http://cyd.aed.org/whatis.html, Retrieved on October 18, 2010 10:36pm