In an era where media plays a vital role in shaping public opinion, the ethical responsibility of radio broadcasters is more critical than ever. AM radio, while considered traditional, remains highly influential in the Philippines, especially in local communities. However, recurring ethical violations such as unverified reporting, sensationalism, and personal commentaries highlight the gap between ethical standards and broadcasting practice. These concerns emphasize the need to examine the professional conduct of AM radio announcers and assess their compliance with established codes of ethics. This study investigates the best practices and ethical violations committed by announcers in selected Kapisanan ng mga Brodkasters ng Pilipinas (KBP)-accredited AM radio stations in Cebu City, with a focus on adherence to the KBP Broadcast and the Code Media Code of Ethics. It specifically examines announcers’ personal profiles, including educational background, years of experience, participation in training, and results in the KBP Announcer’s Accreditation Examination. Furthermore, the study identifies commonly observed best practices, violations, and proposes actionable recommendations. A qualitative research approach was employed, utilizing survey questionnaires and content analysis. The study aligns with Sustainable Development Goal 16 (Peace, Justice, and Strong Institutions) by promoting ethical media practices and institutional accountability. Findings reveal that while most announcers apply ethical standards and demonstrate strong communication skills and preparedness, some lapses persist. The study recommends forming a task force to monitor KBP compliance and holding quarterly conventions among media stakeholders to strengthen ethical awareness and professional development in radio broadcasting.

Authors:
Michelle Tubilan, Cebu Normal University, Philippines

About the Presenter(s)
Dr. Michelle D. Tubilan is Head of the Department of Communication and Media Studies at Cebu Normal University, Philippines. Her research focuses on literature, communication, and media studies.

Connect on ResearchGate
https://www.researchgate.net/profile/Michelle-Tubilan-2

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