NAGA CITY, Philippines – Nearly 1,000 participants gathered for a media ethics summit in Naga City on Saturday, where a communications strategist warned against the dangers of gossip culture overshadowing responsible journalism in the digital age.
Niño Bonito Padilla, delivering the keynote address at the 3rd Bicol Social Media Summit, cautioned that misinformation often spreads faster than verified news, using the Filipino colloquial term “Marites” – representing gossip-mongers – to illustrate his point.
“The danger is when misinformation spreads unchecked, it shapes public opinion before the facts even arrive,” Padilla told attendees at Villa Caceres venue, with additional participants joining online.
The summit, themed “Fact vs. Marites: Media Ethics in the Digital Transition,” addressed growing concerns over fake news proliferation across social media platforms in the Philippines.
Padilla outlined six categories of false information: misinformation, disinformation, malinformation, clickbait, manipulated content, and fabricated content.
He emphasized that breakdowns in any stage of the communication process – from message creation to audience feedback – can distort truth.
The strategist contrasted traditional journalistic principles of accuracy, fairness, and accountability with what he termed “Marites culture,” where speculation and unverified claims often take precedence over responsible reporting.
Using pop culture references, Padilla categorized different audience behaviors, from those who share content instantly without verification to “fact-checkers” who actively combat false information.
“If more of us become Panangga,” he said, using a term for diligent fact-checkers, “we can shield truth from the fire of fake news.”
Padilla argued that digital platforms and artificial intelligence should be viewed as tools rather than threats, capable of either amplifying disinformation or strengthening truth through proper application.
“Like a hammer, they can build or destroy. It depends on how we use them,” he explained.
The expert acknowledged that gossip cannot be eliminated but stressed that responsible communication practices can prevent damage to public trust.
“In the age of digital tsismis, choose truth over trend,” Padilla concluded, comparing unchecked fake news to chili that “will burn” if left unaddressed.
Bicol Press Club president Ruel Saldico organized the summit as part of ongoing efforts to promote media literacy and ethical communication practices in the region.
The Philippines has grappled with widespread misinformation across social media platforms, with concerns growing over its impact on public discourse and democratic processes.
Business News Asia
