Public Involvement in Media Accountability in the Philippines: Examining Citizen Participation in the Iloilo Media-Citizen Council

Abstract

This study examined citizen participation in the Iloilo Media-Citizen Council (IMCC), one of several recently established by the Philippine Press Institute. While citizen or non-media members are integral to press councils globally, little research has explored their actual roles in media self- or co-regulation bodies. Anchored in the Social Responsibility Theory (Hutchins Commission, 1947; McQuail, 2010; Bertrand, 2000), the study utilized the Civic Voluntarism Model or CVM (Verba et al., 1995), Role Theory (Katz & Kahn, 1978; Biddle, 1979), and the Ladder of Citizen Participation (Arnstein, 1969) to examine why and how citizens participate in the council’s processes. Using a qualitative case study approach, data were collected through interviews, document reviews, and observations of council activities and events. Findings identified five key roles – public representation, ethical oversight, capacity-building, providing expertise, and public engagement – through which citizen members were regarded as partners in promoting ethical journalism. Drivers of participation reflected the three CVM dimensions: recruitment through professional and personal networks; resources such as skills, expertise, and institutional support; and psychological engagement grounded in personal values and a sense of civic duty. Participation among core non-media members demonstrated genuine engagement, particularly through leadership roles and contributions to internal decision-making. However, interaction with the broader public, especially those outside formally represented sectors, remains limited and underdeveloped.