Framing of the Proposed Creation of the Autonomous Region of the Cordillera by Community Newspapers

Abstract

Understanding the nature of media framing is pivotal to setting government agenda and public debate. It has a big influence on the salience of key information and interpretation of societal issues. This research draws on framing as an approach to understanding media discourse and communication. It looked into community newspapers' framing of the proposed creation of the Autonomous Region of the Cordillera (ARC), a three-decade-old proposal in the region covered by the media. Using Polkinghorne's paradigmatic analysis of narratives, this study revealed how Cordillera was framed as a region. The framing of the proposed creation of the ARC was also uncovered through the Labovian model of narrative analysis. Based on the framing used in their reportage, community newspapers' view of Cordillera as a region and their underlying position on the proposed regional autonomy in the region surfaced.

The findings of the study show that Cordillera is generally viewed as an underdeveloped region that has been struggling to attain autonomy. Cordillera was framed as a region predetermined to become autonomous; an underdeveloped and neglected region; a region clamoring for regional autonomy; and a region with a diverse population. Further findings reveal that community newspapers have a favorable stance on the proposed creation of the ARC. Although they are for regional autonomy, they deem it tentative considering that the proposal is contingent on national government action and public understanding and approval. This position is evinced in the frames used in the news coverage of the proposed creation of the ARC. These are that Cordillera needs regional autonomy; that the proposed creation of the ARC needs government endorsement and action; and that it needs the Cordilleran public's support and approval.

This study offers a new approach in defining and understanding framing – that is, by using narrative analysis as framework and methodology. By understanding the community newspapers' rhetoric through an analysis of their news frames, we are able to get a grasp of the meanings or interpretations that they contribute to the marketplace of ideas and convey to their audiences.