Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Arts in Communication Major in Applied Media Studies

Subject Categories

Film and Media Studies


College of Liberal Arts



Thesis Advisor

Miguel Q. Rapatan

Defense Panel Chair

Cheryll Ruth Soriano

Defense Panel Member

Gerardo A. Mariano
Clodualdo A. del Mundo, Jr.


Broadcast media such as radio and television are embracing the new arena of the media industry, which includes social media. The birth of social media journalism in news media organizations gave journalists tools and platforms to keep abreast of the latest happenings, e.g., trending and viral videos, and present them as news to the public. However, fake news, misinformation, and distrust of media organizations have sparked debate over social media ethical concerns.

With these ethical issues on social media, there is a need to revisit the ethical standards of media organizations in the Philippines to address these issues. This paper assesses the KBP Broadcast Code of the Philippines in addressing ethical concerns on social media.

The paper uses surveys to determine the provisions of the KBP Broadcast Code of the Philippines applicability in ethical concerns on social media. The paper utilizes focus group discussion in assessing the KBP Code through the KBP Standards Authority as the respondents in this paper. It also employs document review and analysis by examining cases filed in the KBP regarding social media ethical concerns and the applicability of the KBP Broadcast Code.

The paper reveals that the ethical standards of the KBP Broadcast Code still applies to ethical concerns on social media. However, it also reveals that there is a need to develop new guidelines to address some ethical issues on social media which are not covered by the existing standards.

Abstract Format







Social media and journalism; Kapisanan ng mga Brodkaster ng Pilipinas

Upload Full Text


Embargo Period