UNIVERSITY OF THE PHILIPPINES Bachelor of Arts in Journalism Mark Louie A. Bonayon INTERPRETING ENSEMBLES: A COMPARATIVE STUDY OF THE PROMOTIONAL COVERAGE OF LOCAL AND INTERNATIONAL MUSIC EVENTS BY THE PHILIPPINE DAILY INQUIRER, SUMMIT MEDIA, AND WHEN IN MANILA FROM JANUARY TO DECEMBER 2012 Thesis Adviser: Professor Marichu C. Lambino College of Mass Communication University of the Philippines Date of Submission March 2012 Permission is given for the following people to access this thesis: Available for general public Yes Available only after consultation with author’s thesis adviser No Available only to those bound by confidentiality agreement No Student’s signature: Signature of thesis adviser: ii UNIVERSITY PERMISSION PAGE I hereby grant the University of the Philippines non-exclusive worldwide, royalty- free license to reproduce, publish and publicly distribute copies of this thesis or dissertation in whatever form subject to the provisions of applicable laws, the provisions of the UP IPR policy and any contractual obligations, as well as more specific permission marking on the Title Page. Specifically I grant the following rights to the University: a. To upload a copy of the work in the theses database of the college/school/institute/department and in any other databases available on the public market; b. to publish the work in the college/school/institute/department journal, both in print and electronic format and online; and c. to give open access to above-mentioned work, thus allowing “fair use” of the work in accordance with the provisions of the Intellectual Property Code of the Philippines (Republic Act No. 8293), specially for teaching, scholarly and research purposes. ________________________________ Mark Louie A. Bonayon April 2013 iii INTERPRETING ENSEMBLES: A COMPARATIVE STUDY OF THE PROMOTIONAL COVERAGE OF LOCAL AND INTERNATIONAL MUSIC EVENTS BY THE PHILIPPINE DAILY INQUIRER, SUMMIT MEDIA AND WHEN IN MANILA IN THE PHILIPPINES FROM JANUARY TO DECEMBER 2012 by MARK LOUIE A. BONAYON has been approved for the degree of BACHELOR OF ARTS IN JOURNALISM by Professor Marichu C. Lambino and approved for the University of the Philippines College of Mass Communication by Dr. Rolando B. Tolentino Dean, College of Mass Communication iv BIOGRAPHICAL DATA PERSONAL DATA Name Mark Louie A. Bonayon Permanent Address 40 Longhorn St. Rancho Estate IV – East Concepcion Dos, Marikina City Telephone Number (+63-2) 933-4564 Email Address [email protected] EDUCATION Secondary Level Marist School, Marikina City Primary Level San Beda College, Manila ORGANIZATIONS Assistant Vice President and Finance & Corporate Affairs Manager, UP Advertising Core Publicity Committee Member, UP Journalism Club WORK EXPERIENCE Intern, Nickelodeon, May 2012 Intern, Vgrafiks Branding & Advertising Co., April 2012 English Tutor, RareJob Philippines, Inc., August 2011 to present v ACKNOWLEDGEMENTS To my thesis adviser, Professor Marichu Lambino, who imparted her knowledge, helped me in the continuous improvement of my thesis to the very last detail, and unwaveringly guided her advisees all throughout, thank you. To the journalism department: all my professors who educated us during our stay in the university and trained us for our future careers, and Ate Raquel who never grew tired of updating us and granting our requests for the completion of our thesis, thank you. To my resource persons, Mr. John Hudson Go and Ms. Emmie Velarde, who accommodated me for interviews which contributed a lot to my thesis, thank you. To my survey respondents, friends from Facebook, who did not mind my pestering and took time to seriously answer the questions on my survey, thank you. To my dear colleagues who were always there for consultation during times of confusion, gave relief when I’m worried and stressed, and helped me enjoy life despite the burdens of schoolwork, thank you. To all my relatives who gave me a pat in the back when I’m almost out of morale and energy, especially my aunt, Ampy Valera and my cousins, thank you. To my beloved parents, Edilberto and Aurie, and my dearest siblings, Patricia and John Patrick, who were always there at all means, ever supporting me through each and every way they can, thank you so much. To God Almighty whom I depend on through all these hardships, and to whom I offer all that I do, thank you. This research would not be completed without the help of the abovementioned. THANK YOU. vi DEDICATION God Almighty, the Creator of all music. Parents, relatives, friends who support my jam. For people who continue to dedicate their lives for music. My inspirations in music: Katy Perry, Glee, One Direction, Taylor Swift, Keane, JoJo, Owl City, Ke$ha, Lawson, David Archuleta, Colbie Caillat, Kelly Clarkson, Greyson Chance, Daughtry, Westlife, Corrinne May, Rihanna, Beyoncé, Ed Sheeran, The Script, Jon McLaughlin, Demi Lovato, John Mayer, Rob Thomas, And to all my classical legends from the jukebox times, My childhood favorites of the 90s and 2000s, OPM, And to the emerging artists of today and tomorrow who make music alive. For all music makers who continue to give emotion and harmony to each moment of every day in a person’s life. For the love of music. vii ABSTRACT Bonayon, M. A. (2013). Interpreting Ensembles: A comparative study of the promotional coverage of local and international music events by the Philippine Daily Inquirer, Summit Media and When In Manila in the Philippines from January to December 2012. Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication. This thesis analyzes the role that media plays in covering music events and how the perception of Filipinos is affected by the coverage. 2012 has been a busy year for Filipino music enthusiasts as a lot of music events were staged in the country. With the surge of foreign music events in the Philippines, the researcher looks at how much attention the Philippine Daily Inquirer, Summit Media and When In Manila gives to these foreign acts in comparison with their coverage on local music events. The researcher examines the treatment of media on local and international music events through archiving, interviews and a survey and utilizes the subculturalism framework to analyze the data. With the domination of foreign music events, the researcher finds an imbalance on the coverage of local and international music events. Journalism through the various platforms of media plays a vital role in giving exposure to these music events and influencing music consumers on which music events to patronize. viii TABLE OF CONTENTS Page Title Page i University Permission Page ii Approval Sheet iii Biographical Data iv Acknowledgements v Dedication vi Abstract vii Table of Contents viii List of Tables xi List of Charts xii List of Figures xiii I. INTRODUCTION 1 A. Background of the Study 1 B. Statement of the Problem and Objectives 5 C. Significance of the Study 6 II. REVIEW OF RELATED LITERATURE 7 A. The International Music Scene 7 B. The Local Music Scene 9 C. Music and the Media 12 D. Music in the Global State 13 III. STUDY FRAMEWORK 15 ix A. Theoretical Level 15 B. Conceptual Level 18 C. Operational Level 19 D. Operational Definition of Terms 19 IV. METHODOLOGY 24 A. Research Design and Methods 24 B. Variables and Measures 25 C. Research Instruments 26 D. Units of Analysis and Sampling 26 E. Data Gathering/Generation and Construction 27 F. Data Analysis 31 G. Scope and Limitations 32 V. RESULTS AND DISCUSSION 33 VI. SUMMARY AND CONCLUSION 55 A. Summary 55 B. Conclusion 56 VII. IMPLICATIONS AND RECOMMENDATIONS 58 A. Theoretical Issues 58 B. Methodological Issues 58 C. Practical Issues 59 Bibliography 60 Appendix A 64 Appendix B 134 x Appendix C 144 Appendix D 150 Appendix E 154 xi LIST OF TABLES Number Title Page 1 Timetable of the Study 27 2 Budget Report 27 3 Tally of PDI's Foreign Music Articles for January 2012 30 4 Tally of PDI's Foreign Music Articles for January 2012 33 xii LIST OF CHARTS Number Title Page 1 Type of Music Event Attended by Survey Respondents 42 2 Media Source Patronized by Survey Respondents 42 3 Consideration of Survey Respondents of Music Articles 43 in Decision-making 4 Awareness of Respondents on Foreign Music Events 44 Based on Media Sources 5 Awareness of Respondents on Local Music Events Based 44 on Media Sources 6 Influence of Music Articles on Filipinos on Music Events 45 to Attend xiii LIST OF FIGURES Number Title Page 1 Theoretical Framework 18 2 Conceptual Framework 19 3 Operational Framework 20 1 CHAPTER I. INTRODUCTION A. Background of the Study “America‟s Sweetheart” J Lo (Jennifer Lopez), who had her “Dance Again World Tour Live in Manila” in November 2012, has sold out the SM Mall of Asia Arena despite ticket prices ranging from an already pricey Php 2,590 for the farthest seat available (General Admission) to a luxurious Php 25,840 for VIP seats. While “Asia‟s Songbird” Regine Velasquez-Alcasid filled the same humongous venue with a mere Php 370 for Gen Ad and Php 5,280 for the seat nearest the stage. The difference could also be seen as many K-Pop fans go after Girls Generation having their “Dream K-Pop Fantasy Concert” with Php 1,040 on their cheapest ticket available while “Rock Loqal,” a gathering of more than two dozens of local bands, are priced with Php 1,060 for the best seats present, only with a Php 20 difference for the minimum and maximum, respectively. A poll on the website of Philippine Concerts (philippineconcerts.com) shows how much support artists, both international and local, get from their perceived audiences. Respondents were asked on which concerts they would attend this October 2012; “Tanduay Rhum Rockfest MOA,” a local music event, ranked only fourth with 62 votes or 10% of the total votes (as of 9:50 pm of October 29, 2012).