Philippine E-Journals

Negative Media Portrayal of Politicians and Public Trust Towards Governance Among Voters in Davao City, Philippines

Renan P. Limjuco | Monique Tagaytay | Louis Jan Lacida

 

Abstract:

The trust of constituents towards its public servants and their governance is essential to progressive nation building. The media, having a constant and pervasive presence in the lives of people takes an active role in shaping the public’s consciousness and perception. Through their portrayals, the media cultivates in its audiences a particular way of looking at the world which may or may not be affirmed through actual experience. In television and film, politicians are often portrayed in a negative light, being shown as unscrupulous, money and power hungry corrupt and dishonest. This study sought to determine whether there is a relationship between the extent of negative media portrayal of politicians and the level of public trust among voters. Anchored on the Cultivation Theory of media, the study used a researcher- developed questionnaire administered to 400 voters living in the three voting districts of Davao City, Philippines. A negative significant low correlation (r= -.306; p < .001) was established between negative media portrayal and public trust. The study also found that 10.4% of the variation in the level of public trust is attributed to the combined influence of the respondents’ profile and negative portrayal. The study found that excessive negative and undiversified media portrayal of politicians has affected the level of public trust towards politicians.