Module 12. Devcom and Policy Objectives

Objectives:

After studying this chapter, you should be able to:
1. trace the historical links of development communication with the policy sciences; 2. define the policy sciences;
3. describe the stakeholders of communication policy; and
4. enumerate methods of policy analysis applicable to development communication.

ACTIVITY

Read Chapter 12 of your text.

The major consumer groups in the Philippines have bonded together to lobby for a policy that prohibits the advertising of tobacco products on radio and television.

Activity 12.1. Conduct a stakeholder analysis of this policy.

Activity 12.2. Use any of the enumerated methods to do a short analysis of this policy.

Activity 12.3. Prepare a one-paged policy brief enumerating: your stakeholders; the results of your policy analysis; and your recommendations.

Note down your answers in your DEVC 202 Journal.

ANSWER:

Activity 12.1. Stakeholder analysis

Stakeholder Groups	Key Concerns on the Policy	Existing Communication Methods	Potential Impact to the Stakeholder	Key Messages
Smokers	-Freedom of choice regarding tobacco consumption – This will affect their social and recreational habits – Potential restrictions on access to information about tobacco products	– Social media groups and forums – Advocacy campaigns – Petitions and letters to policymakers	– Perceived limitation on personal freedom and choice – Potential difficulty in accessing information about tobacco products – Changes in social and recreational activities	– Respecting Personal Choices
Government	– Balancing public health with economic considerations – Potential impact on revenue from tobacco advertising – Public perception of government intervention	– Official press releases – Public statements by government officials – Public forums and consultations	– Positive public health outcomes leading to potential long-term cost savings – Potential decrease in revenue from tobacco advertising – Perception of government commitment to public health	– Promoting Public Health -A Balanced Approach to Tobacco Advertising Regulation” -Safeguarding Public Interest: by restricting Tobacco Ads for a Healthier Nation
Tobacco Industry (wholesalers and manufacturers)	– No demand, no income. Economic impact on the tobacco industry – Potential loss of advertising platforms – Defense of freedom of commercial speech	-Industry-sponsored campaigns – Lobbying efforts targeting policymakers – Engaging with the public through advertisements	– Significant economic losses for the tobacco industry – Defending the right to advertise as a matter of commercial speech – Potential negative impact on tobacco sales	– Preserving Commercial Freedom: Defending the Right to Advertise Responsibly – Considering the Consequences of Restricting Tobacco Advertising
Media and Communication Industry	– Economic impact on media outlets due to loss of tobacco advertising revenue – Concerns about potential government intervention in media content – Balancing social responsibility with profit motives	– Press releases from industry associations -Industry-sponsored events and forums – Engaging with government officials through lobbying efforts	– Potential economic challenges for media outlets – Perception of government interference in media operations – Need to balance profit motives with social responsibility	– Ensuring Media Viability by Addressing Economic Concerns in Tobacco Advertising Regulation – Balancing Profit and Responsibility
General Public	– Health concerns related to tobacco consumption – Influence of tobacco advertising on public health – Advocacy for a tobacco-free media environment	– Social media campaigns – Petitions and letters to policymakers – Public awareness events	– Improved public health due to reduced tobacco consumption – Enhanced awareness of the health risks associated with tobacco products – Increased satisfaction among consumers supporting a tobacco-free media environment	– Protect Public Health -Ban Tobacco Ads on Radio and TV – Say No to Tobacco Advertising

This stakeholder analysis provides insights into the various groups affected by the proposed policy, their concerns, communication methods, potential impacts, and key messages that could be used to engage and influence each stakeholder group.

Activity 12.2. Scenario Construction

Scenario Construction Analysis: Prohibition of Tobacco Advertising on Radio and Television in the Philippines

Scenario Description:

Scenario Title: “A Tobacco-Free Media Landscape”

Time Period: 5 years after the implementation of the policy

System Definition: The communication system in the Philippines, specifically the media landscape, following the prohibition of tobacco advertising on radio and television.

External Constraints: Regulatory measures, public health awareness, and evolving societal norms regarding tobacco use.

Events Likely to Increase or Decrease the Chances of System Goals:

Increase: Public health campaigns, alternative advertising strategies by media outlets, and societal support for a tobacco-free environment.
Decrease: Resistance from tobacco industry stakeholders, potential economic challenges for media outlets, and concerns about freedom of commercial speech.

Likelihood of Occurrence: Public health campaigns are highly likely, given increasing health awareness. Media outlets adapting to new advertising strategies have a moderate likelihood. Resistance from tobacco industry stakeholders and economic challenges pose some likelihood.

Sensitivity Analysis: Flexibility and adaptability of media outlets, public acceptance of alternative advertising, and the tobacco industry’s ability to diversify marketing strategies are crucial factors in the success of the policy.

Analysis:

In the “best-case” scenario, the implementation of the policy leads to a media landscape that prioritizes public health, with media outlets successfully transitioning to alternative advertising methods. The public supports the tobacco-free environment, and the policy is seen as a success in reducing tobacco consumption.

In the “worst-case” scenario, resistance from the tobacco industry and economic challenges for media outlets hinder effective implementation. Public health campaigns face backlash, and media outlets struggle to find viable alternatives, resulting in a limited impact on tobacco consumption.

Key Messages for Stakeholders:

Government: Emphasize positive public health outcomes and the long-term benefits of reduced tobacco consumption.
Consumers: Highlight the healthier media environment and reduced exposure to tobacco advertising.
Communication Industry: Emphasize the opportunity for innovative advertising strategies and potential positive public perception.
Tobacco Industry: Address concerns while showcasing adaptability and responsible advertising practices.

Conclusion:

The success of the policy relies on effective communication, adaptation of media outlets, and navigating potential challenges from stakeholders. Public support, flexibility, and a balanced approach are critical for achieving the desired outcome of a tobacco-free media landscape in the Philippines.

Activity 12.3 Policy Brief

Policy Brief: Prohibition of Tobacco Advertising on Radio and Television in the Philippines

Stakeholders:

Consumers (Major Consumer Groups): Advocating for a tobacco-free media environment due to health concerns.
Government: Balancing public health with economic considerations and potential impact on revenue from tobacco advertising.
Communication Industry: Adapting to potential economic challenges and balancing social responsibility with profit motives.
Tobacco Industry: Addressing potential loss of advertising platforms and defending the freedom of commercial speech.
Smokers (Smoking Community): Concerned about personal freedom, access to information, and impact on social and recreational habits.
Health Advocacy Groups: Supporting policies promoting public health, addressing secondhand smoke concerns, and collaborating with smokers for awareness campaigns.

Results of Policy Analysis:

Positive Outcomes:
- Improved public health due to reduced tobacco consumption.
- Enhanced awareness of health risks associated with tobacco products.
- Increased satisfaction among consumers supporting a tobacco-free media environment.
Challenges:
- Economic impact on media outlets due to loss of tobacco advertising revenue.
- Balancing individual choices with the collective health of the population.
- Potential backlash and resistance from the tobacco industry and smoking community.
Critical Factors:
- Flexibility and adaptability of media outlets.
- Public support for a healthier media environment.
- Balancing profit motives with social responsibility in the communication industry.

Policy Recommendations:

Comprehensive Ban on Tobacco Advertising, Promotion, and Sponsorship:
- Enact and rigorously enforce a comprehensive ban on the advertising, promotion, and sponsorship of tobacco products across all age levels and groups.
- Extend the ban to cover various media channels, including radio, television, print, online platforms, and sponsorships of events targeting diverse audiences.
Price Increase through Revenue Tax:
- Implement a substantial increase in taxes on tobacco products to make them less affordable, reducing accessibility and discouraging tobacco consumption.
- Allocate the generated revenue to fund public health initiatives, including anti-smoking campaigns, cessation programs, and healthcare services.
Strong Warning Labels and Information Dissemination:
- Mandate prominent and graphic warning labels on tobacco product packaging, emphasizing the health risks associated with smoking.
- Conduct widespread and continuous information dissemination campaigns through various channels to educate the public on the dangers of smoking and the benefits of tobacco control policies.
Enforcement of 100% Smoke-Free Indoor Workplaces:
- Strengthen legislative measures to ensure that all indoor workplaces, without exception, are 100% smoke-free environments.
- Implement strict penalties for non-compliance and establish monitoring mechanisms to ensure effective enforcement.
Education and Communication Efforts:
- Launch comprehensive education and communication campaigns targeting diverse demographics to increase public awareness of the harmful effects of tobacco.
- Collaborate with educational institutions, community organizations, and media outlets to disseminate information and promote a culture of tobacco-free living.
Strategic Partnerships, Community Engagement and Support:
- Form strategic partnerships with health organizations, non-governmental organizations, and international agencies to leverage resources, expertise, and support for the implementation of tobacco control measures.
- Establish community-based programs, support groups, and counseling services to assist individuals in quitting smoking and promoting a smoke-free lifestyle.
- Engage with youth organizations and schools to integrate anti-smoking education into curricula and extracurricular activities.
Regular Policy Evaluation and Updates:
- Establish a systematic and regular evaluation process to assess the effectiveness of implemented tobacco control policies.
- Use evaluation findings to refine and update policies, ensuring they remain aligned with evolving public health needs and global best practices.

MODULE 12 NOTES:

Historical Perspective:
- The chapter emphasizes the foundational role of Harold Lasswell and Daniel Lerner in shaping both communication studies and the policy sciences.
- Lasswell’s communication model, developed in 1948, predated other influential models, and his collaboration with Lerner on “The Policy Sciences” in 1951 underscored the interconnectedness of these fields.
The Policy Sciences:
- The term “policy sciences” is explained as the scientific study of policies and policymaking, aiming to provide lead time for solving societal problems.
- The interdisciplinary nature of the policy sciences is highlighted, emphasizing the need to apply social and behavioral science knowledge for improved policymaking.
- The forward-looking and anticipatory approach of the policy sciences is metaphorically described by Dror, emphasizing the importance of strategic planning in addressing societal challenges.
Policy Engagement in Development Communication:
- The chapter delves into the stakeholders involved in communication policy, ranging from the government and education sector to the communication industry, private sector, church, foreign interests, and consumers.
- It emphasizes the sometimes overlooked role of media consumers as powerful stakeholders in communication policy and the need for their active participation in policymaking.
Methods in Communication Policy Analysis:
- Communication Technology Assessment is portrayed as a method that evaluates the potential impacts of communication technology before adoption.
- Social Cost-Benefit Analysis is presented as a quantitative approach that assigns monetary values to social conditions influenced by communication policies.
- Problematique Analysis is revisited from earlier chapters, emphasizing its role in identifying root causes of problems in a communication system.
- Scenario Construction is detailed as a method for envisioning potential future events, helping policymakers prepare for various outcomes.
- The Policy Delphi technique is explained, highlighting its use in assessing policy issues with input from anonymous respondents representing different stakeholders.
Communication Policy Science:
- The evolving role of the development communication specialist as a policy scientist is discussed, especially in the context of increased participation facilitated by recent administrations.
- The proposed formation of a nationwide media consumers organization is introduced, emphasizing the potential for media education and policy research.
Conclusion:
- The chapter concludes by noting the fortuitous time for policy engagement in development communication, highlighting the opportunities for specialists to contribute to policymaking in various capacities.