A Content Analysis of the Editorial Cartoons Published in the Manila Collegian as Tools Used in Conveying Organizational Issues in the UP Manila Community

Abstract

A content analysis on editorial cartoons published in the Manila Collegian from AY 2003-2004 to 2004-2005 was done for the purpose of determining the most frequently depicted organizational issues. The descriptive research design was used to gather both the quantitative and qualitative data. The results were organized and presented systematically, in the form of frequency counts and categorization of the data. The categories of analysis were made as a collaborative effort of the researcher and the artist of the Manila Collegian. The editorial cartoons were published from AY 2003-2004 to March 2005, a period of considered by the researcher as the issues’ contemporary relevance. Moreover, the UP Manila administration’s strategic plan was concentrated during these years when more organizational activities and issues were depicted in the Manila Collegian. Out of 20 editorial cartoons analyzed, 12 depicted organizational issues in UP Manila. To validate the findings of the researcher on the content analysis of the data, interviews with four of the Manila Collegian’s artists were conducted, i he artists are the most appropriate respondents for the interview since they are the ones who made the editorial cartoons for the specified period. Coding tally sheets comprised of unequivocal categories used in examining each editorial cartoon. The study made used of interview questions that are open-ended to allow the artists expound on their answers. The findings of the study showed that during 2003-2004, the most frequent organizational issue in the editorial cartoons published in the Manila Collegian was focused on the SB 2587, which was depicted three times. Again, in 2004-2005, the issue on the SB 2587 prevailed together, this time, with the UP budget cut as most frequently presented in the editorial cartoons, depicted twice. Both in 2003-2004 and 2004-2005, the images of the students were the most dominant symbolism used in the editorial cartoons, under the category of person. Of the 20 various symbolisms that appeared in the editorial cartoons in 2003-2004, 17 of them were caricatures of UP students. While in 2004-2005, the number of images of the students totaled 13 out of the 17 symbolism. The CAS Building appeared as the most frequently used symbolism in the editorial cartoons during 2003-2004 under the category of infrastructure, which was depicted thrice. However, in 2004-2005, the dominant symbolism used were the images of the OUR, PGH, and UPM, presented one each. In 2003-2004, the most frequently presented images of objects were papers, with 11 images out of 16 symbolism. Out of 17 images, 7 of them were focused on various laboratory equipment. Most of the editorial cartoons in 2003-2004 and 2004-2005 were presented metaphorically, while in 2003-2004 and 2004-2005, most of the issues in the editorial cartoons were presented through replacement. In 2003-2004 and 2004-2005, texts were frequently included in the editorial cartoons. In 2003-2004, six out of seven editorial cartoons were presented with texts, while in 2004-2005 all five editorial cartoons have texts on them. Single word/s as label was the most frequently used function of the texts in the editorial cartoons. In 2003-2004, 14 of the 23 texts were presented under this function, while in 2004-2005, 10 out of the 16 texts were used as labels. In 2003-2004 and 2004-2005, most of the organizational issues were presented in a hostile manner. In 2003-2004, four out of the seven editorial cartoons presented the organizational issues in a hostile way, while four out of five editorial cartoons presented organizational issues that depicted hostility in 2004-2005. Based on the researcher's findings, most of the editorial cartoons were presented to merely inform its readers regarding various organizational issues that occurred in the UP Manila community. In 2003-2004, there were five out of the seven editorial cartoons, while in 2004-2005, 4 out of 5 editorial cartoons presented to inform the readers. The results led to the conclusion that the Manila Collegian has consistently informed the students about the issue on SB 2587 to know the status/developments of this controversial issue. The CAS building was frequently depicted in the issues of 2003-2004 which could infer on the issues happening in the CAS as most presented, because majority of the students in UP Manila who are comprised mainly of the freshmen and the sophomores, conduct their regular classes in CAS. Papers and laboratory equipment were also frequently presented because these images are easily associated with its target audience directly affected by the issues - the students. The Manila Collegian aims to convey to the students that they are the ones who are directly affected by the organizational issues, and that the Manila Collegian consistently reminds the students on the relevance of these organizational issues. Manila Collegian preferred to portray the depicted issues in metaphorical way in order for the artists to present complicated issues in clearer and more understandable way. The Manila Collegian also incorporates texts as labels to various images included in the editorial cartoons to show clarity in the messages. The Manila Collegian focused more on disseminating various organizational issues to inform the students, and that persuading them to act on the issues was not really given much emphasis. The frequent use of the students’ images in the editorial cartoons of the Manila Collegian should be continuously done to keep the students constantly reminded of the relevance of such issues to them and that the institution is working to promote their welfare. The Manila Collegian should also continue presenting editorial cartoons that depict highly pressing and relevant organizational issues, like the SB 258/, to ensure that they are continuously addressed, and students are constantly reminded about the existence of the problem. However, the Manila Collegian and its artists should not just focus its role on merely informing the readers about the existence of various organizational issues. The Manila Collegian should also inculcate to the readers the drive to act and address the depicted issues. This should be taken into consideration because the students are the ones directly affected by the organizational issues that take place in the UP Manila community. Future Orcom researchers can also do the content analysis of the editorial cartoons published in the Manila Collegian, this time by using larger quantity of samples/units to be analyzed (editorial cartoons). Future studies could focus on content analysis of editorial cartoons, since the Manila Collegian was first published up to the present. Another study on the effect of the Manila Collegian’s editorial cartoons on UP Manila’s image as an academic institution is recommended.