The Filipino public has reaffirmed its trust in traditional media, valuing it as a primary source of credible and reliable news. The 2024 Philippine Trust Study (PTS), conducted by the EON Group and the Department of Development Studies of Ateneo de Manila University, highlighted the enduring confidence Filipinos have in media outlets, particularly television, which garnered a trust rating of 93.6%.
Despite the rise of digital platforms, traditional media remains a cornerstone for accurate and unbiased reporting. Filipinos turn to these established sources, especially in times of crisis, trusting their historical reputation for ethical journalism. The study’s findings underline that the public values media outlets for holding power to account and giving voice to the marginalized.
Conversely, social media has been identified as a breeding ground for misinformation and emotional manipulation. While these platforms offer instant access to information, the absence of robust content regulation has led to significant public distrust. The PTS emphasized that the public’s demand for rigorous fact-checking and transparency remains unmet in the social media landscape.
Junie del Mundo, co-founder and chair of the EON Group, encapsulated this sentiment by stating, “Trust is not built on promises but on proof.” This perspective aligns with the report’s portrayal of an “Accountability Revolution”—a growing public insistence on verifiable and reliable information.
However, while traditional media enjoys substantial trust, it is not without challenges. The Philippine media continues to face threats from various sectors that resist accountability and transparency. These pressures manifest through legislative, political, and economic tactics aimed at curbing media independence and limiting critical reporting. Journalists who pursue stories that hold power to account often find themselves navigating a hostile environment, where harassment and red-tagging are real and persistent threats.
The 2023 State of the Philippine Media report revealed that threats to press freedom remain a significant concern. Media organizations frequently contend with lawsuits, online harassment, and targeted disinformation campaigns designed to discredit their work. Such obstacles are part of an ongoing struggle for a media landscape that upholds the values of democracy.
Despite these challenges, traditional media in the Philippines has shown resilience. Journalists and news organizations continue to operate under the principles of transparency and public service, even when under siege. Their commitment to factual reporting and accountability not only reinforces public trust but also plays a critical role in safeguarding democracy.
The 2024 PTS findings should remind stakeholders of the indispensable role traditional media plays in informing the public and fostering a well-informed citizenry. While social media will continue to be part of the information ecosystem, its credibility gap must be addressed through stronger fact-checking mechanisms and regulatory oversight.
The path forward demands vigilance. Protecting media freedom and promoting accurate reporting is essential for maintaining public trust and ensuring that Filipinos continue to have reliable sources in a complex media environment.
