The link between disaster media and volunteer disaster programs in the Philippine Red Cross

Abstract

The study was conducted to show how disaster media can affect the public's opinion, and how both of these factors can contribute to the development and implementation of disaster management projects created by non-governmental organizations. Two research methods were used in this study. First, a quantitative content analysis was conducted on 337 Yolanda related articles published by the Manila Bulletin in November 2013. This was in order to determine the factors of media agenda (real-world indicator and spectacular news events). Second, six Red Cross volunteers were selected for interviews regarding the factors in the public agenda (Media Credibility. Shared Media Values, Individual Experiences, Interpersonal Communication, Need for orientation, and Response to Disaster Media). The two most credible interviewees were selected for another interview about the organization's response to disaster media, and their disaster management programs. The result from the interviews was compared to the results from the quantitative content analysis. For the results, it was determined that the real world indicator was the number of disaster victims, and it was supported by 11 categories of spectacular events. It was then determined that notable spectacular events maintained the salience given to the disaster issue in all phases of the agenda setting-process. All factors of public agenda affected the public's opinion on a spectacular news event. Also, the nature of the projects created by the organization answers the problems presented by specific spectacular events.