In the late 1970s, the New World Information and Communication Order (NWICO) served as a backdrop for the discussions on the information age that provided a governance perspective to issues related to communication and information in the world today . The major complaints that paved the way for the demand for a new world information order revolved on the imbalance of communication flows which was reflected in the general disrespect for third world’s people’s cultural identities, hegemony of transnational communication companies, and the inequitable distribution of communication resources among regions around the world (Carlsson, n.d.). The two focal points in the issue of the new world information order were the role of media and mass communication in the development of society and the relationship of the industrialized and developing countries. In the debates on the issues that ensued, the UNESCO performed the norm-setting role through which third world’s demands made their way onto the international agenda.

In the light of the ASEAN integration, I recognize the importance of pursuing a regional information and communication policy that covers mass media and new media operations. Learning from the shared experience of third world countries in the 1970s, a common platform to address information and communication issues through a regional communication policy would enable a more robust economic environment for the development and use of information and communications technology, that will impact not only business, but education, health care and rural development.

Severino (2008) supports the assertion that the ASEAN acknowledges that more than market integration to ensure investor confidence essential to sustaining the region’s economic agenda, future competitiveness lies in its ability to develop and use technology. The ASEAN knows that the knowledge industries which include communication and information technology are the arena of global competition. Unless the ASEAN pools its resources together through a clear regional information and communication policy, because no one country can do it alone, it cannot succeed in global competition. Thus, a regional communication policy has to be developed in this regard, and national priorities that support the regional policy have to be reset. Furthermore, a massive re-allocation of resources to education, training, research and development, and the infrastructure for the knowledge industries has to be undertaken.

References:

Carlsson, Ulla. From NWICO to global governance of the information society (n.d.). Retrieved from: http://biblioteca.clacso.edu.ar/clacso/coediciones/20100824071435/17Chapter11.pdf.

Severino, Rodolfo C. Keynote Address at the 9th Annual Conference of the Harvard Project for Asian and International Relations as Secretary General of the ASEAN on August 28, 2000. Retrieved from: http://www.asean.org/?static_post=diversity-and-convergence-in-southeast-asia-28-august-2000

ASEAN COMMUNICATION MASTER PLAN

ASEAN: A Community of Opportunities

would a regional information and communication policy that covers mass media and new media operations likewise be pursued?

I believe yes. The roles of media and communication in ASEAN is one of the tool to succeed. Media is a key to reach government officials, key stakeholders, and the general public the objectives and challenges of the AEC. Newspapers, radio stations, television stations, online media and social needs to have a comprehensive awareness and programs about ASEAN. Among indicators might be:

• ASEAN news on the front pages of the biggest newspapers in each country
• ASEAN news on primetime news shows in each country
• ASEAN television talk shows in each country
• ASEAN reporters, columnists, and editors with language facility in ASEAN languages
• ASEAN correspondents and news desks at BBC, CNN, Al Jazeera and other biggest news agencies

Changing the media landscape turning digital, how can marketers maximize their opportunities on a research undertaken by Neilsen.

Making ASEAN a better place to live and work will be not possible if regional information communication policy will not takes place.

http://www.nielsen.com/content/dam/corporate/au/en/reports/2012/changing-asian-media-landscape-feb2012.pdf

Online Journalism in Southeast Asia

https://www.youtube.com/watch?v=guz8DzNDqeM

Where's the digital master plan

https://www.youtube.com/watch?v=yuQuhcodhrA

In this age of global Corporate consolidation as  a means to increase profits, I find myself reflecting on the numerous trade agreements that underlie relationships between Nations, i.e., trade regimes. From and organizational perspective, unity of command and control is a principle that has been demonstrated to be the most effective and efficient under conditions of environmental stability and low production process uncertainty, i.e., all factors are operating as per the plan. Yet, the idea of linking sovereign nations to a common plan poses some foreseeable problems, e.g., competing interests between sovereign nations or Global Corporations. ASEAN's consideration of a regional communications policy certainly appears to be appropriate, yet, not having read it, I feel there is a caution to be raised, i.e., the challenges of the "investor-state dispute" clauses established, and agreed to, in previous trade agreements. It is this clause that raises the profit making concerns of private organizations to the level, status, and power of nation state issues of sovereignty. It is at the intersection of previously signed trade agreements, the differing interests of participating nation states, and the interests of global corporations in profit making that I find ground for caution and the call for a close look at the potential threats to the sovereignty of participating parties. A simple example will illustrate my sense of caution. When a global corporation pollutes a local water supply and the town or village has to be relocated it's very likely that the local or state governments will prohibit the corporation from continuing their current production activities. Should those prohibitions evolve into a national scale communications campaign to shut down all of the similar production activities conducted by the corporation there is no question that the profits from the company's activities will be lost in the present and into the future. It is just such a situation, a nationwide or region wide communications campaign, that could trigger "investor-state dispute settlement" provisions in relevant trade treaties. The caution I am raising re ASEAN's consideration of a regional communication policy is driven by the mere thought that a nation's ability to use the communication networks to protect its citizens could, under a regional communications regime, be prohibited and subject the nation to a very expensive arbitrator's decision that it must indemnify the corporation not only for immediate lost profits, but for "reasonable projections of future profits". While I admit that I don't know whether the ASEAN administrators have considered these possibilities, I can say that a brief examination of the history of "investor-state" dispute settlements suggests that few nation state signatories foresaw the outcomes of the arbitration decisions. Here is a link that might be of interest: https://en.wikipedia.org/wiki/Investor-state_dispute_settlement

Dear Dr. Sandy:

In 2014, the ASEAN Secretariat published the ASEAN Communication Master Plan which envisions a message on “ASEAN: A Community of Opportunities”. The strategy is to be able to communicate more consistently, more often, with more people the core message, and highlight how ASEAN can indeed open doors for opportunities (Ibid.). When we refer to opportunities, these should manifest in both urban, and rural settings. One of the concerns in ASEAN integration for one, is the unavailability of information on what it is. Reuters (2013) reports that, “Awareness among the 600 million people living in ASEAN countries about the Economic Community and the changes it will bring is very low.” And this is a communication concern.

Furthermore, Hahn et. al. (2014) discusses that one of the purposes of ASEAN is to “promote an ASEAN identity through the fostering of greater awareness of the diverse culture and heritage of the region” (ASEAN 2007, as cited). We are building a global village where we are to ideally share with ASEAN member countries. Thus, part of the communication plan initiatives (ASEAN, 2014) are:

1.  Celebrating the establishment of ASEAN Community

2.  A Year of Activities: ASEAN Community 2015

3.  Spokesperson Programme

4.  Traditional Mass Media Programme

5.  Online Communication Initiative

6.  Social Media Engagement Programme

7.  Education Curricula Initiative

8.  Third Party Advocate and Commentators Initiative

9.  Content Development Programme

10. Conference and Speaker Platforms

11. Polling of ASEAN Awareness and Favourability

12. Special Planning Initiative: ASEAN’s 50th Anniversary

13. Organisation of the Communications Function

14. Pillar Communications and ASEAN Connectivity Communications Initiatives

15. AMS Communications Initiatives

The ASEAN communication plan is drafted for information dissemination of its goals, purpose, and objectives. Looking now in a micro level, the ASEAM member countries each have different set-up on media operations; some are privately owned, while there are government-owned. Media sources also differ per country; radio for instance, with its massive reach is not widely used in Brunei, Indonesia, Lao, Singapore and Thailand (ASEAN, 2014). News themes differ as well amongst broadcast stations; in Hanhn et. al. (2014), Indonesia news agencies concentrate more on society-based information, while in Malaysia, political issues ruled the news. These are just some examples how each country differs on how they operate media sources. This is also to consider what the public is interested in, in accordance to specific needs media sources are giving them. I noted that developmental processes such as risk, and science communication is also not included, which is one good venue for a foundation in establishing a global village.

To conclude, at this time, an ASEAN policy for communication and media is not feasible. Aside from the communication plan, it is therefore recommended that ASEAN member nations draft their media sources more specifically in their use, roles, and function in the ASEAN global village. All stakeholders should be invited, and participate in this initiative to recognize the strengths, and weaknesses, thereby, addressing the gaps. Personally, I see the Philippines isn’t ready to commit to a global policy on communication and media. We need to refine our media ethics, and uphold responsible journalism prior to engagement in international policies. Apart from the media practitioners, there is also a need to re-focus the use of media platforms, and the purpose of technology in Filipinos. What are we really interested in? Alongside, are we responsible users of media?

One cannot change what is in a blink of an eye. But one, can most certainly prepare wisely.

aiks, Irene Abigail S. Guerrero

 Sources:

Reuters New. (2013, June 10). ASEAN people unaware of 2015 economic integration. Retrieved from http://news.abs-cbn.com/global-filipino/world/06/10/13/asean-people-unaware-2015-economic-integration on April 16, 2016.

ASEAN Secretariat. (2014, October). ASEAN Communication Master Plan. Retrieved from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf on April 15, 2016.

Hahn, O., Stahl, B.,  Helbardt, S., Ahmad, F., Kee, C., Khine, N., & Archawaranon, P. (2014, January 2). Comparative Study of Broadcasting Media Organisation and Contents Regulation in Southeast Asia . Retrieved from http://www4.nbtc.go.th/getattachment/Services/%E0%B8%9E%E0%B8%B5%E0%B9%88%E0%B9%80%E0%B8%9B%E0%B8%B4%E0%B9%89%E0%B8%A5/%E0%B8%94%E0%B9%89%E0%B8%B2%E0%B8%99%E0%B8%AA%E0%B9%88%E0%B8%87%E0%B9%80%E0%B8%AA%E0%B8%A3%E0%B8%B4%E0%B8%A1%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B8%81%E0%B8%AD%E0%B8%9A%E0%B8%81%E0%B8%B4%E0%B8%88%E0%B8%81%E0%B8%B2%E0%B8%A3/Comparative-Study-of-Broadcasting-Media-Organisati/Comparative-Study-of-Broadcasting-Media-Organisation-and-Contents-Regulation-in-Southeast-Asia.pdf.aspx on April 15, 2016.

Asean's vision is of a community that is not only "a political cohesive, economically integrated, socially responsible" community but also "a truly people-oriented, people-centered and rules based" community. (Bandar Seri Begawan Declaration on the Asean Community's Post-2015 Vision)

This vision is built around the three ASEAN Community Pillars of Political and Security, Economic and socio-cultural, which combine to offer political cohesion and security, economic integration and a caring, sharing, society.

As ASEAN moves towards the realisation of the ASEAN Community in 2015, the people of ASEAN need a clear understanding of what it means to be part of an integrated region where there are shared, equitable opportunities for business, community and personal growth.

The ASEAN Community embraces many cross-cutting elements such as infrastructure connectivity, institutional connectivity and people connectivity.  In order to inspire the people of ASEAN and the international community, there is a need to communicate an overall ASEAN vision embodying all these qualities.

www.asean.org

With the existence of the ASEAN Integration, it becomes imperative that the member nations unite to create a common identity in the midst of the discernible differences across countries. Communication is very crucial in establishing such identity. To put things in order, an ASEAN policy on communication and media should be pursued for that identity to be realized. According to the Bandar Seri Begawan Declaration on the ASEAN Community, “ASEAN’s vision is of a community that is not only “a politically cohesive, economically integrated, socially responsible” but also “a truly people-orientated, people-centred and rules based” community”. The declaration demands an urgent need for communication because of the reality that the member nations come from various cultures, which could collide when an ASEAN identity is not unified. In fact, the document on ASEAN Vision 2020, prepared during the 1997 annual summit in Malaysia, explicitly defined its vision of “ASEAN as a Community of Opportunities” articulated through its directive on making “the entire Southeast Asia to be, by 2020, an ASEAN community conscious of its ties of history, aware of its cultural heritage and bound by a common regional identity”. If one of the integration’s goals is a people-centered and rules-based community, the one thing that can put order is a sound communication policy.

Once this regional identity is established, the economic factors will likewise be positively affected. Businesses in the region will become seamless and will soon be globally competitive. In fact, in the 2014 report by global management consulting firm, McKinsey & Company, “ASEAN was already home to the headquarters of 49 companies in the Forbes Global 2000 in 2006. By 2013, that number had risen to 74. ASEAN includes 227 of the world’s companies with more than $1 billion in revenues, or 3 percent of the world’s total”. This trend has made the ASEAN region home to “some 67 million households as part of the consuming class” (Vinayak ,Thompson and Tonby, 2014). It is projected to go up to 125 million households by 2025. What these numbers show is a varied mix of cultures, of conflicting backgrounds, thus it is important that there is a significant information campaign to integrate the ASEAN region to the global economy.

The ASEAN secretariat has already launched the ASEAN Communication Master Plan in 2014 to communicate the “character, structure and over-all vision of the ASEAN community to key audiences, including local communities, youth, women and children, governments, businesses, Civil Society Organisations, influencers, media and global audiences” (ASMP, 2014). Two years later, the efforts of implementation are now reaping constant rewards for its community building process.

References:

ASEAN Communication Master Plan – ASEAN: A Community of Opportunities Jakarta: ASEAN Secretariat, October 2014

Jones, M. (2004). Forging an ASEAN Identity: The Challenge to Construct a Shared Destiny In Contemporary Southeast Asia, 26(1), pp. 140-154.

Vinayak HV, F. Thompson, and O. Tonby (2014). Understanding ASEAN: Seven things you need to know. Retrieved from http://www.mckinsey.com/industries/public-sector/our-insights/understanding-asean-seven-things-you-need-to-know#0

Will an ASEAN policy on communication and media prosper?

For any policy to prosper, certain conditions and factors must be met. To say that a policy prospered, its goals and objectives must be met, its outcomes and effects must be analyzed, and must show some positive outcomes. The International Conference on Public Policy (2013), in an article, “Beyond policy outcomes: analyzing the effects of policies and policy designs on social and political behavior” highlights the importance of analyzing the effectiveness of public policies in terms of:

1.   the effects of policy designs on strategic behaviour of political actors and coalitions facing policy change;

2.   the policy effects in terms of social trust and the mechanisms through which these occur,

3.   the institutional effects of policies; and,

4.   the different ways in which policy could have social effects on the well-being of the society and the preferences of social actors.

The conference leaders view policies to have significant power to impact the lives of people from various sectors of society. Policies have effects not only on those people for whom the policies have been designed or intended to take effect, “but also on other social groups not initially or mainly considered as recipients of policy actions and decisions.” For policies to be impactful, the Conference Panel proposed that the “the social and political effects of public policies must be analyzed.

Among these methods of policy analyses (Flor, 1991) are:

1.    communication technology assessment

2.    social cost-benefit analysis

3.    problematique analysis

4.    scenario construction

5.    Policy Delphi

Citing Linder & Peters (1990, 303) conference Öberg, Lundin, and Thelander (2013) stress that to begin with the “wrong policy instrument is more dangerous than using the right instrument poorly. Hence, ensuring that a wide range of instruments is considered (ibid, 309), is crucial in order to produce better policies (Linder and Peters 1988, 740).” They also stress that “policy design process” should not be neglected as they reference the work of Howlett & Lejano (2012) and “Lasswell’s policy process perspective” being the “centre-of-gravity”  (Linder and Peters 1988, 740).

Accurate Policy Alternatives Must be Chosen

In their 2013 study, Öberg, Lundin, and Thelander concluded that, “In order to avoid flawed policy designs, it is important that accurate policy alternatives are chosen.” They rationalized that:  

 Obviously, there is rarely, if ever, one “correct” policy alternative that can be easily identified. Given the kind of problems dealt with in politics, there are often several possible options, and it is impossible to know in beforehand, and sometimes even afterwards, which one that is a better alternative for a specific policy design. For these reasons, it is important that reasonable alternatives are considered and deliberated upon within the policy process.

Given the above policy experiences and analysis, there is hope that an  ASEAN policy on communication and media would prosper, provided that the policy is designed effectively with appropriate policy alternatives in place. The design of the policy must aim to efficiently impact behaviors of the people and gain institutional support, that could bring about positive social effects, and enhance the well-being of people in society.

Is there a need for regional information and communication policy in view of ASEAN Integration, Mass Media and New Media Operations?

Dr. Alexander Flor noted that, “In the late seventies, the move towards a New World Information and Communication Order was proposed by Third World countries and international agencies such as UNESCO” and he asked: “In the light of ASEAN Integration, would a regional information and communication policy that covers mass media and new media operations likewise be pursued?”

In developing a policy, the process normally requires research, analysis, consultation and synthesis of information to produce policy recommendations, and must employ evaluation measures. Communication and media are crucial agents of ensuring that policy implementation is effectively done.  Thus, in the light of ASEAN integration, it is only wise to pursue information and communication policy that covers mass media and new media operations.

There two major key factors to human development as far as general understanding of the public is concerned and these two key factors are: people and communication. Communication is central to the pursuance of any human development. Without communication, human transactions and interactions will never be possible. When communication is necessary, then, at this age of the digital economy, technology is a vital component of human communication.

Without a well formulated and sustainable ICT policy, the impact of ICT on development will not be realized or felt. It is therefore crucial to bring about awareness and understanding of the potential impact of ICT for development and economic growth (beyond the hype and political correctness). ICT for development is a priority for national governments as well as global and regional organizations.

In “Development Communication and Policy Sciences” Dr. Alexander Flor points out that:

Socially beneficial policies on communication and information, be they at the micro (institutional) level or the macro (national) level has been acknowledged as necessities in this ever-changing "turbulent field" communication environment (See AIJ, 1982; Ali, 1983; MacBride, 1980). If indeed communication and information are to be efficiently and effectively utilized in the development process, then policies are needed to direct their use for the achievement of the highest social good.

Flor (1991) further added that, “Since communication resources in Third World societies are limited and since information is fast becoming a dominant commodity, the private and government sectors are beginning to feel the need for communication policies.”

Increased Public Trust as an Outcome of Policy

Güemes, & Hernández-Bonivento (2013) pointed out “the complex and bidirectional relation between trust, informal institutions and public policies. The effectiveness at implementation of public policies depends on the level of social and institutional trust and on the ways of doing that North called "informal institutions." The scholars also pointed out that “trust and social practices are affected by public policies in different and indirect ways.”

Ardi Wirdana (2016) writes in aseantoday.com about the important role of communication in this digital global economy. The GSMA’s 2016 Mobile World Congress discussed issues that need to be addressed, and policy initiatives that must be carried out and a high level coordination and comprehensive digital strategy among ASEAN countries.  With such a promising growth in the use of media technologies among the ASEAN countries, it is only necessary and timely for an information and communication policy that includes mass media and new media operations.

With a well-research policy design, and with strategic implementation activities, this information and communication policy can help ensure that access to mass media is equitable to the majority of the population among ASEAN countries, and that media operations adapt to the development communication needs of the region.

REFERENCES

Beyond policy outcomes: analyzing the effects of policies and policy designs on social and political behaviour -IPPA- International Public Policy Association

Beyond policy outcomes: analyzing the effects of policies and policy designs on social and political behaviour -IPPA- International Public Policy Association. (2016). Icpublicpolicy.org. Retrieved 17 April 2016, from http://www.icpublicpolicy.org/Beyond-policy-outcomes-analyzing

COMMUNICATION - a key to human development. (2016). Fao.org. Retrieved 17 April 2016, from http://www.fao.org/docrep/t1815e/t1815e01.htm

Flor, A. (1991). Development Communication and Policy Sciences. Journal Of Development Communication Asian Institute Of Development Communication.

Güemes, C., & Hernández-Bonivento, J. (2013). The complex relationship between trust, informal institution and public policies. International Conference On Public Policy. Retrieved from http://www.icpublicpolicy.org/Beyond-policy-outcomes-analyzing

Howlett, M. (2009). “Governance modes, policy regimes and operational plans: A multi-level nested model of policy instrument choice and policy design”, Policy Sciences 42, 73-89.

Howlett, M. and R. Lejano (2012). “Tales from the Crypt: The rise and fall (and rebirth?) of policy design”, forthcoming in Administration & Society, published on-line 29 october 2012, DOI: 10.1177/0095399712459725.

Linder, S. and G. Peters (1988). “The analysis of design or the design of analysis”, Policy Studies Review 7 (4), 738-750.

Linder, S. and G. Peters (1990). “Policy formulation and the challenge of conscious design”, Evaluation and Program Planning 13, 303-311.

Wirdana, A. (2016). Digital Economy in Asean will Keep Growing - Asean Today. Asean Today. Retrieved 17 April 2016, from http://www.aseantoday.com/2016/03/digital-economy-in-asean-will-keep-growing/

Media and Communication | Capacity Building for the ASEAN Secretariat. (2016). Cb-asec-project.de. Retrieved 16 April 2016, from http://cb-asec-project.de/cb-project/results-achieved-so-far/media-and-communication/

REDUCING THE RISK OF POLICY FAILURE: CHALLENGES FOR REGULATORY COMPLIANCE (2000). Oecd.org. Retrieved 17 April 2016, from https://www.oecd.org/gov/regulatory-policy/1910833.pdf

The development of the ASEAN Communication Master Plan (CMP) is a good step to achieve the goal of ASEAN for integration. The power of communication utilizing various media channels could help convey the message of ASEAN’s oneness and character. The CMP has clearly outlined the target audience, key messages, strategies and timeline. It’s also worthy to highlight that the CMP also gives attention to traditional mass media programme and emphasizes the importance of online communication or the use of new media.

But I think the success of ASEAN policies on communication and media encounter challenges in today’s fast-paced generation. Yes, the policies have a huge chance to prosper but the communication strategies should address first various obstructions. Language barrier, cultural and social differences, connectivity issues, the gap between the information rich and information poor, unstable policies on telecommunication of some ASEAN member nations, media sensationalism and censorship affect the smooth trajectory of these initiatives.

I think the role of development communication in this plan is to ensure that these messages should be delivered down to the grassroots level. It’s also important to localize these communication key messages and should be communicated consistently through appropriate channels.

In order to have a sense of oneness and unity, and regulate and monitor all these communication objectives, a regional information and communication policy covering mass media and new media operations should be pursued. There should be a guiding policy so every member nation will be in the right track in implementing these communication strategies and to identify ways for each country to complement or support one another in terms of communication needs and gaps.

References:

The ASEAN Communication Master Plan

http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Communicating in ASEAN: The Need for Flexibility in a Diverse Region by Raymond Siva

http://www.edelman.com/post/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

Dear Dr. Flor,

The overarching message for ASEAN as “A Community of Opportunities” identifies ASEAN as a community which aims to instill a sense of belonging and identity among its citizens bringing new opportunities to the people of ASEAN and the broader global community. The ASEAN motto is: One Vision, One Identity, and One Community. Thus, with such ASEAN integration, will communication and information policy that covers mass media and new media productions be pursued? Yes, I believe it can be pursued, but with a need for flexibility because ASEAN is a truly diverse region.

ASEAN is inherently a complex community. It is composed of 10 countries and economies, which varies significantly in history, language, culture and economic development. These distinctions deserve a greater and more sophisticated approach, if communication and information policy over mass media were to be designed and developed. The peculiarities necessitate a multifaceted strategies, integrating an ASEAN wide understanding into tailored local communication and information engagement. A “one size fits all” approach will not work because ASEAN member states have very dissimilar characteristics.

This reflects the importance of taking the time to understand its unique media landscape. Indonesia is 90 percent Muslim. The Philippines is more than 80 percent Roman Catholic. Thailand is around 95 percent Buddhist. Media landscapes in ASEAN are diverse and uneven.

Information and communication policy that covers mass media can be pursued in the ASEAN community, but it is critical to pay attention to the diverse regional variances and dynamics of the Asian member states that make up this fast changing and fascinating region. Pursuing a sound information and communication policy that covers mass media will provide peoples of ASEAN the means to be engaged and informed which will have a great impact on the way people live, work and play.

References:

The ASEAN Communication Master Plan, October 2014

Communicating in ASEAN: The Need for Flexibility in a Diverse Region by Raymond Siva

Measuring the Success of Information and Communication Technology Masterplan 2015 Implementation, October 2014

Hi Dr. Flor,

If we take a look at its composition, ASEAN is composed of countries from different faith perspectives (Buddhist, Christian, Muslim, etc), political structures, histories and social orientations. But despite these differences, these states have opted to come and join hands together to attain a common vision, establish one identity, and stand as one community in facing the challenges of the future. These member states, though singing in chorus with harmony, may sometimes have differing positions on certain issues. These issues for example include the South China Sea, unified currency, synchronized standard time, etc. Amidst these differing positions on some regional concerns, each of them relies on each other’s mutual support and benefits. For example, Thailand benefits from the Philippines’ English teaching industry while providing employment to our Filipino English teachers in the kingdom.

For this I believe in the light of the ASEAN Integration, a regional and communication policy that covers mass media and new media operations should be pursued. This is because being a regional block there has to be an information and communication policy that is both effective and comprehensive in catering the general welfare of the citizenry. But as to whether  or not the said ASEAN policy on communication and media prosper, there has always been an opportune time, ways and means for the member-states to work closely in gray areas and translate them into something that would serve the interest of all the parties concerned. In the long run, I believe that this integration could provide more equal opportunities for its nationals to improve the lives of the greater community.

Though the proof of the integration’s benefits remain to be seen, it is my great hope and prayer that ASEAN could withstand to the challenges of the times and bring about a long lasting cooperation among its member states.

Hi Prof. Sandy,

In light of the ASEAN Integration, I believe that a regional (ASEAN) information and communication policy, which covers mass media and new media operations, is possible, provided that there are a consensus and co-operation among the member-states, both of the leaders’ leadership capabilities and political will, and the pooling of resources. The diversity of culture, language, religion, etc. among the ten ASEAN country members can become both a challenge and a reason for the need to create a unified policy for information and communication. As a hindrance, diversity may lead to an ineffective ASEAN communication and media system policy (hence, the need for a strategic planning); yet, as a reason, diversity needs to be bridged so that the “one ASEAN community” is realized, thus, the so-called ‘unity in diversity.’  If carefully studied and properly planned (with no political motivation), the formation and success of a policy that will unite the diverse and unique media systems of the member countries can also bring reform to the media system – from a sensationalized and business-oriented image to an integrative, responsive, and ethical character.

We cannot undermine the role that information and communication play in the realization of ASEAN’s goals and objectives to achieve a sustainable economic growth for poverty eradication and inclusive sustainable development among the member-states (IBON International, 2015); much more in communicating its motto “One Vision, One Identity, One Community,” through the media (both traditional and new), to a wide range of audience with diverse cultures, languages, knowledge, and perception levels. The media become instrumental in the transmission of relevant information, making ‘communication’ a driving force to the establishment of ASEAN’s identity, and making its objectives, goals, and aspirations  known to the citizens (The ASEAN Secretariat, 2014).

As noted in the ASEAN Communication Master Plan, to effectively convey the message of ASEAN as “A Community of Opportunities,” there is a need to communicate more consistently, more often, with more people. Among the channels used for transmitting information are the social media and the traditional forms of communication (The ASEAN Secretariat, 2014). Television and newspaper still top the list of media that are widely used by the ASEAN countries, followed by the internet and radio. Mobile devices are also becoming primary sources of information, especially among youths. This result signifies the prime role played by communication and the media in the operations of ASEAN.

Ironically, while the ASEAN leaders often praise the region's achievements in economic, social and political areas in moving towards the long-awaited single community (in which media plays a part), they seldom appreciate the role of media in the process of regional integration (Chongkittavorn, 2013). According to Chongkittavorn (2013), of the over 100 professional organizations associated with ASEAN, none is a media-related organization. Without broader media cooperation and understanding, social networks through new media platforms will set a precedent, if not conditions, for the future of ASEAN integration. With the proliferation of mobile technologies coupled with a meteoric rise in the number of citizen informants, their few words and audio clips could impact on the whole effort of regional integration. However, somehow, ASEAN  still lacks the media strategies for utilizing traditional, mainstream and new media to forge regionalism.

Chongkittavorn (2013) has this to say, “The time has arrived for the media sectors in ASEAN to come together. Media and its social networks must help to articulate the benefits of regional integration and cooperation.” Well, it seems that the term “ASEAN Media” is interesting. The question, however, is, “Is ASEAN ready yet for a unified information, communication, and media system policy?” If the answer is NO, then that is another hindrance.

Thank you.

- Noel-

References:

ASEAN Secretariat. (2014). ASEAN Communication Master Plan. Retrieved online from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Chongkittavorn, K. (2013). Time for ASEAN’s Media Sector to Come Together. Accessed online from  http://www.nationmultimedia.com/opinion/Time-for-Aseans-media-sector-to-come-together-30205456.html

IBON International. (2015). ASEAN Community 2015: Integration for Whom? Policy Brief. Accessed online from http://iboninternational.org/sites/ibon/files/resources/IBON%20Policy%20Brief%20on%20ASEAN%20integration.pdf

"If I were to be granted one point in foreign policy and no other, I would make it the free flow of information".

That statement by John Foster Dulles, one of the chief American architects of the Cold War (Schiller 1976:30), can be read as a reminder of the fact that global media policy did not ascend to the global level for the first time at the World Summit on the Information Society (WSIS), which took place in the new millennium. Rather, global media policy was part and parcel of high politics during the Cold War.

The statement also highlights the strategic importance of the idea of freedom in global media policy.  It invites us to take a critical look at how freedom has been employed as an ideological device in concepts such as "free media" and the "free marketplace of ideas." 

Kaarle Nordenstreng, 2014 Free Flow Doctrine in Global Media Policy. Wiley Blackwell

As defined, policy outlines what governments hope to achieve and methods and principles they will use to achieve them. It often identifies  new laws needed to achieve its goals 1. Hence, regional policies are important, as it may drive a government to pass a law to put it in place in their respective country. In this sense, a regional information and communication policy that covers mass media and new media are operations will be beneficial for ASEAN integration and in achieving ASEAN goals, if pursued;  since not all ASEAN member states have existing laws of ICT, mass media and new media.

However, the question here would be the quality of the regional policy that will be pursued. We all know ICT is a burgeoning industry and mass media and new media are very powerful in influencing the people. Additionally, there is an interplay of politics, not only between the leaders, but with the multinational companies, private sector, etc., in regional policy-making. Hence, I think, the civil society, including the progressives should be involved if ASEAN policy on ICT will be pursued. This is one way of ensuring that the policy to be drafted, indeed protects the interest of the people. Further, human rights framework should be ensured, since mass media and new media operations are very controversial issues.

***

1 http://www.etu.org.za/toolbox/docs/govern/policy.html

One the areas of cooperation and a prerequisite for integration in the ASEAN Economic Community (AEC) is identified to be enhanced infrastructure and communications connectivity (ASEAN, 2011).  It is therefore imperative that a regional communication and media policy be developed to guide member countries’ respective national-level communication and media policies.  Such regional policy may be served well if it aligns with global information and communication policies such as the New World Information and Communication Order (NWICO) and its successor the World Summit on Information Society (WSIS).  While the NWICO report discussed a broad variety of issues that affected the developing world with high priority given to problems and open questions of media creation, distribution, and consumption in mass media in the late 1970s and early 1980s (i.e., dominated by print, radio and television), WSIS deal with the more contemporary issue, from the perspective of ASEAN integration, of information in the digital era and covered models and approaches for communication policy development in the Internet era in the early 21st century and beyond (Pickard, 2007). 

According to Xianbai (2014), communicating with AEC citizens should be a primary concern of the ASEAN considering that the slow progress and the obstacles encountered in implementing the AEC is an inevitable result of the generalized awareness deficit of ASEAN and AEC across the region – citizens in Southeast Asia know very little about ASEAN. For instance, an ASEAN Secretariat survey in 2013 found that three out of four ASEAN citizens lack even a basic understanding of ASEAN. Being more culturally diverse and geographically disperse than the European Union (EU), ASEAN can learn from the European experience communication with citizens (EuroActiv, 2015) and in promoting public awareness so that citizens understand the decisions that have been made at the regional level through dissemination in their own language by national authorities before these decisions come into force (Xianbai, 2014). Therefore, communication is an important a tool for overcoming this obstacle to ASEAN integration.  In this light, it is imperative that an ASEAN regional information and communication policy that covers mass media and new media operations be pursued to address the generalized awareness deficit about ASEAN and the AEC across the region. As a matter of fact, an ASEAN Communication Master Plan (ACMP) that provides the framework to communicate messages about the character, structure and overall vision of ASEAN and the ASEAN Community to key audiences including local communities of ASEAN member states, women and children, youth, governments, businesses, civil society organizations, influencers, media and global audiences had already been crafted and launched in November 2014 (ASEAN, 2014). According to Thuzar (2015), the expected outcome of the ACMP will be more information and discussion on the expected benefits and outcomes of ASEAN integration as well as ensure that communication in the ASEAN region is a two-way process.

There is skepticism, however, whether an ASEAN policy and plan on communication and media will prosper, among other aspirations. On the surface, this seems understandable since it took the Europeans almost half a century to construct their European Community in the remarkable European integration process. Indeed, some critics point out that many of the specified deadlines of AEC implementation have been missed and some major initiatives have not taken off the ground. For example, only 50 percent of the ASEAN Master Plan on Connectivity has been realized due to a combination of financing shortfalls, poor governance, corruption, and the inability of national governments to manage the international and interdepartmental coordination (Xianbai, 2104). Likewise, the complexities inherent in ASEAN, a diverse region (Chua, 2014) that is made up of ten countries and economies, which differ vastly in history, language, culture and economic development, also contribute to the skepticism (Siva, 2015). Furthermore, the ASEAN faces a greater geographical handicap compared with the EU because ASEAN states are not bunched up within a single continental land mass, thus making information and communication initiatives difficult and expensive (Villegas, 2014).  Lastly, another challenge to the ASEAN Economic Community, as far as a regional communication policy is concerned, is bridging the perceived "development divide" between the older and economically more advanced members Brunei, Indonesia, Malaysia, Philippines, Singapore, and Thailand, known as the ASEAN6, and the four new members Cambodia (1999), Lao People's Democratic Republic (1997), Myanmar (1997), and Viet Nam (1995) (Basu Das et al., 2013).

References:

ASEAN (2011). ASEAN Economic Community Factbook, Public Outreach and Civil Society Division, The ASEAN Secretariat, Association of Southeast Asian Nations, Jakarta, February 2011 .

ASEAN (2014). ASEAN Communication Master Plan, ASEAN: A Community of Opportunities, ASEAN Secretariat, Association of Southeast Asian Nations, Jakarta, October 2014 .

Basu Das, S., Menon, J., Severino, R. and Shrestha, O.L. (2013). The ASEAN Economic Community: A Work in Progress, Asian Development Bank, December 2013 .

Chua, E.(2014). ASEAN: What Communicators Need to Know, Cognito Financial Services Communications, March 7, 2014 .

EuroActiv (2015). EU Communication Policy, Aug 26, 2009, updated: Jan 6, 2015 .

Pickard, V. (2007). Neoliberal Visions and Revisions in Global Communication Policy: From NWICO to WSIS, Journal of Communication Inquiry, 31(2), pp. 118-139 .

Siva, R. (2015). Communicating in ASEAN: The Need for Flexibility in a Diverse Region, Edelman Indonesia, September 2, 2015 .

Thuzar, M. (2015). ASEAN Community 2015: What’s In It For the Region?, ASEAN Studies Centre at the Institute of Southeast Asian Studies, Singapore, February 13, 2015

According to a consulting firm A.T. Kearney in conjunction with Axiata Group Berhad (Axiata), the Digital Economy among the Association of Southeast Nations (ASEAN) will keep growing. The firm says the growth opportunities, and policy initiatives will help the sector fulfill its growth potential and contribute to the bloc’s overall economic expansion.

Also, the firm predicts that ASEAN could become one of the world’s top-five digital economies by 2025. There are a number of different factors to this such as the robust economy of Asean countries, which is still growing and the many literate population that the region holds. It was also netted  that Asean countries have a good track record when it comes to ICT innovation.

Moreso, from a business perspective, Southeast Asia’s economic and digital transformation was perceived as being driven by shared characteristics. Study shown that economic growth in the region is surging, making Internet access more affordable because of steady improvements in the price-to-performance ratio of mobile devices. Many consumers were pleased; especially those who have lower income because instead of buying expensive electronic devices such as laptops and PCs, they are able to use their mobile devices as their primary source for accessing information, online content and media.

Although doing digital is vital in many markets across ASEAN, others still reflects on the importance of taking the time to understand the unique media landscape and the freedom to access to social and digital media, which is really good because it help them to analyze which digital mediums are the most effective and work best for them.

Indeed, I am optimistic that ASEAN can do more. We are sometimes on a rough journey. Yet, we are still in one flight together. I know that in our present time, the challenge is how ASEAN can provide such leadership in managing regional interdependence in overcoming some inherent contradictions between being competitive and being part of a community. I think what we can do right now is to take part and not underestimate our own resilience, capability and determination to lead the way forward for greater economic openness.

References:

United Nations Development Programme (2014). Restore or Reform: United Nations Support to Core Government Functions in the Aftermath of Conflict.

United Nations Environment Programme (2009). Integrated policymaking for sustainable development - A reference manual.

http://www.unpan.org/Events/BrowseEventsbyCalendar/tabid/94/mctl/EventDetails/ModuleID/1532/It emID/2720/language/en-US/Default.aspx?selecteddate=1/28/2015

Yes, it is of great imperative to pursue regional communication policies because, to put it quite bluntly, it was the New World Information and Communication Order's (NWICO a.k.a. The MacBride Commission) intent in the first place; that is, to look at the world's oppressively "imperialistic" media structure from the lens of the disenfranchised.

But first, what is the NWICO? Simply put, it was an attempt during the '70s, through scholarly media talk, to "decolonize" media and wrest it from the clutches of the selected few (the West) and pay attention to the voices coming from the South (the developing countries).

In many ways, it was proposed to combat the deeply-felt media disequilibrium that prioritizes some countries' pressing need for information while shrugging off others', and to demassify a subtly oppressive, colonizing global media structure. For some, this push for a new "order" is kind of a battle waged to render the United States as the loser. But then again, it is said that no one would lose if "appropriate actions" are taken. In a nutshell, this is the problem seen by those in favor of NWICO (verbatim from the "New Delhi Declaration"):

"The present global information flows are marked by a serious inadequacy and imbalance. The means of communication information are concentrated in a few countries. The great majority of countries are reduced to being passive recipients of information which is disseminated from a few countries."

The NWICO, among its other functions, was established to study communication problems so that the world may get "towards a new, more just and more efficient world information and communication order". With the ASEAN being comprised of countries with varying cultures, traditions, and political systems, it is important, in the context of the ASEAN integration, to have disparate media voices so that a totalizing, potentially dangerous (in an oppressively imperialistic sense) ASEAN media narrative would be prevented. Yes, it is important for the ASEAN to establish a unified, region-transcending identity (as what I've mentioned in some of my earlier answers and blog posts), but each and every one of the member state's pristine, internal media utilization must be left to its own devices.

At the end of the day, the debate on whether or not regional communication policies are to be pursued in this age of integration still has no clear winner (political considerations or intellectual ones?), but there still remains a need to validate the necessity of having alternative media voices, at least in the larger global picture. So the solution for this, as what was suggested, is great articulation. Articulation, after all, is necessary in order to justify an entity's existence.

Environmentalism, for example, is now considered very significant because of highly articulate organizations like Greenpeace, which consistently backs up the construct's being. Let us remember: media requires objectivity and accuracy. The NWICO, as some would say, is counterintuitive to what the libertarian theory of the press is all about, what with it pushing for a multivocal media without much concern for functional truth (it hinges, instead, on the abstract right to information regardless of veracity). We need to promote an "independent and pluralistic media", but with apt, disinterested concern for the possible ramifications.

SOURCES:

http://www.uta.fi/cmt/en/contact/staff/kaarlenordenstreng/publications/MacBride_Legacy_Istanbul.pdf

http://www.edelman.com/post/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

Hi Dr. Flor. Yes, I agree that ASEAN needs a regional information and communication policy that would cover mass media and new media operations. Information and communication technologies (ICTs) play important roles in ASEAN integration because these are effective instruments in increasing awareness about the benefits of a regional community. The use of ICTs for development has been very evident in every region. The advent of ICTs has also “blurred” the line between public and private information. The freedom of speech has been promoted in every aspect of social media. However, as the use of ICTs increase, cyber crimes like hacking, identity theft, breach of data privacy, etc also increased. I think it is important that a regional policy be implemented so that there are provisions in place in order to address these crimes and at the same time, implement certain initiatives that are needed in order to improve areas on ICTs like usage, security and infrastructure.

ASEAN’s diversity may pose a challenge in the implementation of a regional information and communication policy. Therefore, it is important that ASEAN leaders create a policy that would cater to the general welfare of ASEAN people, and should not jeopardize others. The regional information and communication policy would give Member States a framework on how they would pursue such policy or laws in their own country. The policy would allow certain provisions that may be acceptable or not acceptable to each country.

The ASEAN ICT Master Plan is a good document that ASEAN Leaders could use as a guide for a regional policy. It outlines the important areas on information and communication that should be addressed and improved. However, aside from knowing the areas that need improvement, consensus and cooperation are also needed among the ASEAN Members as well as other sectors like civil society and non-government organizations. Knowing the areas for improvement and getting the “buy-ins” of all sectors, whether government or non-government, could contribute to a successful implementation of a regional information and communication policy.

REFERENCES:

ASEAN Secretariat. 2014. The ASEAN ICT Masterplan 2020. Retrieved from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN Secretariat. 2014. ASEAN Communication Master Plan ASEAN: A Community of Opportunities. Retrieved from http://www.asean.org/?static_post=asean-communication-master-plan-asean-a-community-of-opportunities

In 2014, the ASEAN Communication Master Plan was published. It highlights how the ASEAN could create more opportunities for the 600 Million people living its member countries. I think the ASEAN Communication Master Plan helps in spreading information so that concerned countries are aware of its goals and initiatives. However, it will only work if countries bother to “act accordingly”.  An ASEAN policy on communication and media will prosper if the ASEAN member countries will cooperate and integrate the ASEAN communication and media policies into their very own communication policies that cover both government and private media institutions. How else will this happen if each member country and media institution in that country has a different communication agenda? Though I believe that cooperation between nations would result in the best possible scenario for everyone, it cannot be helped that individual nations (especially the developing ones) attend to their more immediate needs first through their communication policies.

I think an ASEAN policy on communication and media may prosper only if its member countries are not pre-occupied with their own concerns, communication or otherwise. The Philippines for instance, has so many problems up in the air. I have tirelessly searched for the communication policy of the Philippines and I only ended up with communication policies of different government institutions. I do not even know if a ‘blanket’ communication policy exists. How then can a country like the Philippines (who can’t get its act together) be expected to commit to regional communication and media policies from the ASEAN? Perhaps for something like this to work, member countries should be more or less ‘in the same boat’ with hopefully the same concerns (or level of concerns) so a policy on communication and media would make more sense and benefit all countries in much the same way.

References:

ASEAN Communication Master Plan (2014). Retrieved from: http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN (n.d.). Retrieved from http://www.siiaonline.org/page/research_asean/

Will an ASEAN policy on communication and media prosper?

 The 1st International Conference on Innovative Communication and Sustainable Development in ASEAN held at Bangkok, Thailand last July 9-10, 2015. Different topics and disciplines from communication arts, media, culture, creative industries, marketing, public diplomacy, performing arts, design, technological innovation and human rights. Of particular interest is the awareness use of the communication patterns for promoting a sustainably social development in ASEAN.

One of the papers, “The Innovation of Internet memes in Thai Political Communication: A Case Study of Opposition to the Amnesty Bill in 2013”, by Karit Limtrakul. Also, “Islam and Advertising: The Ideal Stakeholder Perspective”, by Aida Moktar and Sofia Samsuddin. “Facebook Journalist: The Influences of Social Media on Journalistic Work in Taiwan”, by Chan-de Liu

While the ASEAN Media Forum held last March 31 – April 2, 2015. The purpose of these conferences is to push the success of media and communication as laid out in the ASEAN Communication Master Plan.

“Covering ASEAN is like doing the tango – you need a good dance partner and exciting music, but if either of these two are present, it’s up to the journalist to do something about it,” said Kabi, who is a senior fellow of the Institute of Security and Strategic Studies in Bangkok. Zeya Thu, Deputy Chief Editor of the The Voice in Yangon, Myanmar said that while the usual coverage of ASEAN in Myanmar media is still about the organization’s meetings, there is much more to ASEAN’s role in the region that these. “Uncover treasure of what is called ASEAN,” he said at a talk show on ‘How is ASEAN Covered?’ at the reporting ASEAN Media Conference on April 1.

The treasure, he said might that deeper economic integration may bring.

Johanna Son on her editorial in the ASEAN Beat said, “And yet because it has potential to share the lives of ASEAN’s constituency, journalist need to be able to tell the story of ASEAN integration better – and shape critical stories from the public’s need to know instead of following the lead of states, officials and diplomats.

Comments from Bangkok Post Editor, Pichai Chuensuksawadi, and ASEAN is seen as usual annual meeting of suits, shaking of hands and the crossing of hands”.

 There’s a lot of effort bring into the plate the ASEAN Integration. As citizens, development communicator, LGUs and Civil society need to work down to the grassroots level. It is important to localize the communication key messages and should be communicated consistently in every channels.

Online journalism will even empower to reach young and proactive citizens.

The question of this ASEAN policy on communication and media will prosper, will depend on how effective the drive of every member country leaning to the ordinary citizen, a drive and every a collective mind and as one community.

The ASEAN Communication Master Plan

http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Where's Digital Master Plan?

https://www.youtube.com/watch?v=yuQuhcodhrA

Online Journalism in Southeast Asia

https://www.youtube.com/watch?v=guz8DzNDqeM

The ASEAN Communication Master Plan 2015

https://www.youtube.com/watch?v=dopBqmI6AXw

The ASEAN Beat

http://www.aseanfoundation.org/files/publications/theaseanbeat2015-web.pdf

The ASEAN has a unique mix of people. They are of different races and have different beliefs.  They have different levels of awareness, familiarity and understanding. With all the differences that persist within the region, communication and understanding, should be one of the focus of the ASEAN in order to promote the enhancement in the quality of living in these countries. The ASEAN needs to insure an inclusive and sustainable growth and development for all.

The recently concluded Asean Ministers Responsible for Information or AMRI in Cebu underscored the lacking awareness of the public. AMRI contributed that Social Media will play large role in raising awareness, especially among the youth.

“Awareness on ASEAN can come in different ways. One is from those who benefit from the integration, while the second is through the influence of connectivity,” said AMRI Vice-Chair Yaacob Ibrahim, minister for communications and information of Singapore to Sun Star Cebu. “We will use social media to raise awareness not only for content dissemination but also in bringing in investments (to the regional bloc).”

Even with online communication, the ASEAN should not set aside traditional media as this is still the preferred method of communication of the majority. In the AMRI conference, communication ministers and secretaries adopted the Strategic Plan for Information and Media 2016-2025. The key strategies of the 10-year guide include:

• Advancing cooperation and ASEAN-level agreements to provide regional mechanisms to promote access to information
• Encouraging the development of programs and dissemination of information on the benefits and opportunities offered by the ASEAN community and promote mutual respect, appreciation of diversity and a sense of belonging in this integrated region
• Harnessing the use of information and communication technologies across different groups as a means to connect with the regional and global community
• Engaging media professionals, research, business and other entities in collaborative development of ASEAN-relevant content

There have been proposed actions such as the development of public- private initiatives to allow access of information, collaboration within the education sector to develop teaching materials on ASEAN and use of multi-media platforms and events to involve all sectors of the community to raise their knowledge of ASEAN. An extensive and ongoing communication channels about the benefits that this will bring is imperative.

There is also a need to monitor and evaluate the growth within the region, and think of ways to make these plans better. However, this would not work if the majority does not even know of these plans. The greater challenge then is the implementation of these proposed actions as well as the inclusiveness of the general public within the member countries.

References:

Alegado, Jed. "Asean 2015: Inclusive, Sustainable Development for All." Philippine Daily Inquirer 8 Aug. 2014: n. pag. Web. http://opinion.inquirer.net/77267/asean-2015-inclusive-sustainable-development-for-all#ixzz46qeVSP2b Build greater awareness,

Cacho, Katlene O.,   Awareness still lacking. Sun Star Cebu March 18, 2016. http://www.sunstar.com.ph/cebu/business/2016/03/20/awareness-still-lacking-463401             

ASEAN Communication Masterplan http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

http://www.kemlu.go.id/Other%20Documents/ASEAN/ASEAN%20Communication%20Master%20Plan.pdf

https://youtu.be/Wg9X73AZolk

Mass media content and media operations in the ASEAN countries are mostly reflections of the political and cultural makeup of the country where they operate. Because each member state has media regulatory measures that may run counter to the interests of other member states, a regional information and communication policy would not likely prosper.

Birch (1998) contended that communication policy in Asia has been, and is likely to remain, a highly exclusive, non-participatory, localized means of expressing and maintaining power and control. If it defines democracy, it defines a very different and limited one compared to the ideal envisioned by Habermas.  

The issue of media ownership with the aim of democratizing it  would likely meet oppositions among most of these ASEAN countries as  media outlets are mostly government owned and run and any media content calling for reforms, be democratic or religious, is subjected to retribution.

In 2014, An ASEAN Communication Master Plan:  A Community of Opportunities was released by the ASEAN Secretariat based in Jakarta. It notes of the ASEAN’s vision of a community that is not only politically cohesive, economically integrated, socially responsible community but also “a truly people-orientated, people-centered and rules-based” community. In this Master Plan, however, although traditional and social media were indicated as platform for communicating ASEAN vision, there was no mention of plans for ASEAN media coalescing together to forge a new regional information and communication policy that covers mass media and new media operations.

However, if there would be one issue that the ASEAN Member States could and would work on towards a regional media policy, it would most probably be on internet regulation due to issues that each ASEAN member would consider threats to their religious stand, morality or internal security.   And I personally think, this would be greeted with enthusiasm.

In Vietnam, media outlets continue to be government-owned and run and any media content calling for greater religious freedom or democratic reforms is censored or subject to official retribution (Gallup, n.d.). The internet use being more common in Vietnam than in several neighboring countries, including Burma, Cambodia and Laos, the government has recently made efforts to crack down on independent bloggers critical of the state.

Brunei’s  Internet Code of Practice, included in a 2001 press law, makes individuals as well as content and service providers liable for publishing anything that is “against the public interest or national harmony or which offends against good taste or decency.” It also requires all sites that carry content or discuss issues of a religious or political nature to register with the Broadcasting Authority. Failure to register is punishable by up to three years of imprisonment and a fine of up to US$200,000.

In Singapore, Lee (2008) has observed that internet services provided by the three major Internet Service Providers (ISPs) are subject to regulation by the Media Development Authority which blocks 100 "symbolic" websites such as Playboy and YouPorn. Online gambling has also been regulated in Singapore. In the last few years, the government has taken a much tougher stand on Internet-related matters, including censorship.

In Laos, though the government’s technical ability to monitor internet usage is limited, its efforts to consolidate internet infrastructure into a single gateway, along with the promised social-media regulations, signal an interest in adopting the censorship policies and technologies of the country’s more repressive neighbors, Vietnam and China (Freedom of the Press: Laos, 2014).

In Thailand, Thai officials have ordered Internet service providers to block access to content deemed undesirable to the government or monarchy, as well as report it to authorities. Where ISPs had to seek court approval previously for such actions, they can do so now under Thailand's national security and lèse-majesté laws.

In Indonesia, the government has had tremendous success in getting internet companies to remove online content seen as inappropriate or offensive, all in the name of upholding national morality. Internet giants such as Google, WordPress, and Youtube are not exempt from this situation. There have been many cases in which they have removed content at the government’s behest (Freedom of the Press: Indonesia, 2013).

Among the ASEAN members, it is in the Philippines that media experiences so much freedom. Media ownership is concentrated in the hands of prominent families and businesses. Consequently, some reports tend to be one-sided presentations favoring special interests. The privately owned press also tends toward sensationalism at times (Philippines country profile, 2006). As for internet use, an internet law bill was filed in the Philippine Legislature containing provisions promoting civil and political rights and Constitutional guarantees for Philippine internet users, such as freedom of expression, as well as provisions on information and communications technology policy. The Magna Carta for Philippine Internet Freedom (MCPIF) also contained provisions for  ICT4D, internet governance, egovernance, cybersecurity, cyber-warfare, cyberterrorism, and cybercrime. This law also regulates against content-related offenses such as cybersex and child pornography.  Overall, however, the Philippines enjoys freedom of expression in the World Wide Web. As of 2016, more than 44,000,000 people used the internet in the country accounting for 43.5% of the total population (Internet Users by Country, 2016).

With internet regulation measures in place, ASEAN member   may agree to formulate media policy for internet regulation mainly to protect its people, especially the youth from cybersex and cyber pornography.  Internet users in Southeast Asia are amongst the most active in the world, with GlobalWebIndex reporting that average users in The Philippines, Thailand, Vietnam, Indonesia and Malaysia all spend more than 5 hours each day using the net, and 61% of all users below the age of 35 (Kemp, 2015).

References:

ASEAN Communication Masterplan http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Birch, D. (n.d.).Communication Policy in Asia: Limited Democracy and the Public Sphere. Retrieved from: http://mia.sagepub.com/content/86/1/87.abstract

Freedom of the Press: Indonesia (2013). Retrieved from: http://medialaw2013.law.hku.hk/wp-content/uploads/2013/10/Indonesia.pdf

Freedom of the Press: Laos (2014). Retrieved from.https://freedomhouse.org/report/freedom-press/2014/laos

Freedom of the Press: Indonesia (2013). Retrieved from: http://medialaw2013.law.hku.hk/wp-content/uploads/2013/10/Indonesia.pdf

Gallup (n.d.) Media Use in Vietnam 2013.Retrieved from www.bbg.gov/wp-content/media/.../Vietnam-research-brief-final1.pdf

Internet Users by Country (2016) Retrieved from : www.internetlivestats.com/internet-users-by-country.

Kemp, S. (2015). Digital, Social & Mobile in APAC 2015. Retrieved from http://wearesocial.com/uk/blog/2015/03/digital-social-mobile-apac-2015

Lee, Melanie (2008), 23 May 2008, “Singapore bans two porn sites in a symbolic move”.

http://www.reuters.com/article/us-singapore-internet-odd-idUSS2322899620080523

Philippines country profile. Library of Congress Federal Research Division (March 2006)https://plaistrlc.files.wordpress.com/2009/07/laws-policies-regulating-internet-access-in-the-philippines1.pdf

Press Release - Magna Carta for internet freedom to replace Anti-Cybercrime Law - Miriam. Senate of the Philippines. Retrieved on April 26, 2016

Sim, S. (2014). Censorship: Government Orders Service Providers To Block Criticism, Take Down Content. Retrieved from: http://www.ibtimes.com/thailand-internet-censorship-government-orders-service-providers-block-criticism-take-1770220

The sucess of any policy implementation is determined by a multitude of factors. For one, concerted effort among different sectors most especially the consuming public determines validity, operationality and prosperity of such policy. Being the end users of policy reforms, the role they play is critical in the transformative process that accrues following policy adoptions.

It is fitting to note that governance has a general responsibility in the adoption of communications policy. The strength of ITC structure is determined by market entrance of investment groups from both local and international counterparts wherein the government should intervene in terms of their promotion, viability and diffusion. As a policymaking entity, the government secures contracts, diffuses development communication strategies in the light of economic transformation that follows from policy adoption. Such transformation then signals a pulsating upsurge of economic activities that define prosperity.

At the forefront of communications policy is the rise of digital natives as a result of informatization, computer literacy that will be manifested when issues such as digital divide is addressed seriously. In the case of the latter, diffusuion of internet capability in far flung ares should be a reality and that affordance be experienced by consumers in a broad scale. With the diffusion of mobile technology in remote areas such as cellular phones, connectivity should translate to high utilization of communications technology.

In conclusion, yes, prosperity is achievable in the ASEAN communications policy as member nations make effort to transform economies as a result of ITC revolution. The interplay of sectoral interventions as highilighted in the foregoing explanations is critical in the continued adoption of policies. To this end, political will determines sustainability of development strategies that will only be realized when leaders have that sense of serious dedication in transforming lives of community people.

Now that the ASEAN integration has taken effect, Southeast Asian nations have more power as collective nations. With this, we might as well come up with a collective policy for communication and media. Through this collective policy, ASEAN media practitioners will become in sync with each other’s needs. As an example, Philippine communication and media agencies can help another ASEAN country by sharing their best practices. This common policy can be a venue for knowledge sharing and skills improvement not only for the media practitioners but also for students who dream of pursuing a job in the industry in the future.

Moreover, an ASEAN policy on communication and media can help in formulating laws supporting communication and media practitioners in its member countries. This will help in protecting the rights of the practitioners which can be in terms of benefits, safety and security, censorship, etc. As an example, here in the Philippines, most media practitioners work on a contractual basis. Likewise, they cannot practice their profession in the best way possible due to censorship and threats in their security. If a common policy will be implemented, practitioners won’t need to worry about these things since they are backed up with laws to protect them. 

Also, with this common policy, transparency in ASEAN nations will also foster since a group standard has been set. However, this will only happen if strict implementation will be observed. Consequences should be posted to member countries who will not obey the policies. If all of these becomes a reality, ASEAN nations will foster not only as communication and media experts but also as clean and compliant region. For example, if Freedom of Information will become a law and will become part of each member counties’ policy, media practitioners can fulfil its job of being a journalism watchdog. This kind of bill force government officials and employees to implement 100% transparency which can lead to zero corruption.

Lastly, and most importantly, a common policy in communication and media will help in uniting the different races, religions, and cultures and traditions in its member countries. A common policy can make it possible for unity to flourish without eliminating each member’s unique characteristics. A common policy will help establish communication and understanding amongst the different people in the region which can result to peace and harmony.

Atkins, W. (2013).  The politics of Southeast Asia’s new. Retrieved from  https://books.google.com.ph/books?id=mA4fAgAAQBAJ&pg=PA14&lpg=PA14&dq=asean+media+policy&source=bl&ots=vV3T2ysDv0&sig=OuFyVhUxn6PHJdizJRbSkOmjdVs&hl=en&sa=X&sqi=2&ved=0ahUKEwj594q8ma7MAhWDjZQKHSgID7QQ6AEIKTAE#v=onepage&q=asean%20media%20policy&f=false

Foreign Office of Thailand. (2009). The first ASEAN media forum to be held in Thailand coinciding with the 14th ASEAN summit. Retrieved from http://thailand.prd.go.th/ewt_news.php?nid=886&filename=index.

The Association of Southeast Asian Nations. (2009). Roadmap for

an ASEAN community 2009-2015. Retrieved from http://www.meti.go.jp/policy/trade_policy/east_asia/dl/ASEANblueprint.pdf

Commentaries on the role of media on the ASEAN integration outlined that much is left to be done to get the act of media in the region together. Kavi Chongkittavorn, a foreign affairs columnist in The Nation newspaper, had the following statements about the state of ASEAN media in 2013:

·         “Unfortunately for the media sector, there is no such thing as an Asean media.

·         “Somehow, ASEAN still lacks the media strategies for utilising traditional, mainstream and new media to forge regionalism.

·         “Currently, there are well over 100 professional organisations associated with ASEAN, but none is a media-related organisation.

In 2015, Chongkittavorn wrote:

·         “All along, the media had been zeroing in on their countries’ nation-building efforts – and neglecting to report on the five-decade-old process of community-building in the region.

·         “First of all, future media reports on ASEAN must go beyond bilateral matters. This old habit dies hard and still proliferates in ASEAN media circles. Before the ASEAN Community came into being, such a habit was understandable as news reports were focused on individual member countries and the benefits they derive from being an ASEAN member.

He also highlighted the work that needs to be done:

·         “But the official establishment of the ASEAN Community challenges media outlets to craft fresh news routines that concentrate on common endeavours to deepen the grouping’s integration.

·         “To increase citizens’ awareness of ASEAN, journalists in all ASEAN countries must first be connected among themselves. They have to invest in acquiring a comprehensive understanding of the ongoing process of community-building and the challenges and consequences of deeper integration and connectivity.

·         “ASEAN journalists must focus on the aspirations of common folk who have made ASEAN what it is today. ASEAN is unique as it is the land of diversity in all aspects – political, economic and cultural. Without ASEAN citizens’ participation, the envisioned ASEAN Community that is all encompassing, rules-based and democratic, would become elusive.

·         “Most importantly, media communities in ASEAN must create among their citizens a sense of ownership of this Community. Without the people’s active engagement, the much-hyped notion of a “people-centred” ASEAN would be hollow. Much of this onus is on the media.

The ASEAN Communication Master Plan is one step in bringing citizens closer to the sought-after ownership of the ASEAN as a Community. It outlines directions on communication messages and channels to target audiences to reach the aforementioned end goal. However, it did not address the fragmentation of media in the region, as described by Chongkittavorn.

An ASEAN policy on communication and media could serve as an important starting point in getting communicators and media practitioners together towards a concerted effort towards a common vision. This policy could include guiding principles on mission, working relations, linkages and exchange, that could begin the process of ASEAN media integration. Such a policy is not a panacea for the issue of media fragmentation, but it could start the process of cooperation, looking at the ASEAN as a whole community, rather than at each ASEAN member state as a member of the region.

References:

Chongkittavorn, K. (2013) ‘Time for Asean's media sector to come together’, The Nation, (06 May 2013), available: http://www.nationmultimedia.com/opinion/Time-for-Aseans-media-sector-to-come-together-30205456.html [accessed 28 April 2016]

Chongkittavorn, K. (2016) ‘Media Still Disconnected from the ASEAN Community’, ASEAN News, (07 March 2016), available: http://www.aseannews.net/media-still-disconnected-from-the-asean-community/ [accessed 28 April 2016]

The ASEAN Secretariat. (2014). ASEAN Communication Master Plan. Jakartra, ID: ASEAN Secretariat.

The ASEAN ICT Master Plan has been organized to address the issues on unified communication and media especially within the participating countries. Moreover, the ASEAN Telecommunications and IT Ministers (TELMIN) and national governments are working to achieve the ICT goals. The plan would entail an integrated approach where the citizenry, governments and business will work together to incorporate ICT that would be founded on a common “theme” as is used in other ASEAN countries as well. This, I think, is a good idea so as to make ASEAN a more powerful and developed economy to combat poverty. Great effort is needed as members of the ASEAN face differences in culture which might make this integration a big challenge. A regional communication policy that covers mass media and new media operations may be pursued to be able to disseminate essential information regarding programs or processes that would contribute to the successful ASEAN integration.

Yes, definitely. There are already on going proposals and projects that will improve media and communications in ASEAN. In the introduction of the Master Plan on Asean Connectivity, the vision for AEC was laid out. It says, “Asean is committed to build a Community by 2015. To realize this goal, a community of enhanced connectivity is essential because a well connected Asean, from its transportation networks to its peoples, will contribute towards a more competitive and resilient Asean as it will bring people, goods, services and capital closer together. This will ensure continued peace and prosperity for its people. This Master Plan on Asean Connectivity is a key step towards realizing this vision.” That being said, this research focus on the broader scope of communications within the Asean context. Communications is very important to effective implementation of any strategic planning and with the case of Asean’s Master Plan, communications is obviously an integral part of it.

At the turn of the 21st century, Asean community has become more communicative, more connected, and more integrated. Quite a smaller version of the European Union which has 28 states and 24 official working languages, Asean on the other hand has only 10 participating countries, and uses only English as its official language. Apparently, some Asean countries needed more developments in this area. 

An ASEAN communication policy will help solve the challenges in developing communications within Asean. In my own opinion, developing communication strategy in Asean is quite a challenge. Even though Asean is very small compared to EU, yet there are huge cultural differences that affects many aspect of collaboration with the ten countries. It is interesting to note that Indonesia, is almost 90 percent Muslim, while the Philippines is more than 80 percent Roman Catholic, and Thailand is more than 95 percent Buddhist. Also Singapore and Malaysia are composed of mix religions. In a bottom-level, this affects the ever-growing multiculturalism especially in workplace. Aside from religion, language also is very diverse. But despite all these differences, Asean are united with their high regards to family values and education. 

REFERENCES:

Asian Development Bank. ASEAN corporate governance scorecard: Country reports and assessments 2013–2014. Mandaluyong City, Philippines: Asian Development Bank, 2014.

International Labour Organization and Asian Development Bank. ASEAN community 2015: Managing integration for better jobs and shared prosperity Bangkok, Thailand: ILO and ADB, 2014

ASEAN Master Plan

http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

The need for an ASEAN media organization is inevitable with the rise of the ASEAN community.

With the launch of the ASEAN Community last December 31, the relationship among the 10 member countries has not been very visible in the region (The Jakarta Post, 2016).

A policy that will enhance and formulate strategies to promote ASEAN news will help create awareness in the community and understand each country’s unique attributes.

With this in mind, Malaysian President Joko “Jokowiwi” Widodo gathered media representatives from ASEAN countries to discuss the creation of a solid organization that will make the ASEAN community visible in various forms of mass communication (The Jakarta Post, 2016).

Once the organization has been established, the ASEAN media will have a wider influence and each member country will be given enough exposure in various forms in the region.

This will also elevate the ASEAN community’s lack of collective character, since most media outfit in each country only focuses on spreading local news.

The media has a lot of roles to fulfill on its slate to be able to leverage on getting the ASEAN community’s trust and credibility. Media representatives of each country are considered experts in their own fields. Once must be well-versed and should always be updated on current events in his own country. Thorough research must be conducted in every story, with the whole ASEAN community’s 600 million population as its target audience (Cruz, 2014).

A clamor for ASEAN news on front pages of country members’ major broadsheet’s, and possibly one hour of exposure everyday on traditional media were some of the strong recommendations pointed out during the forum held last Sept. 29 in Jakarta, Indonesia (Huang,2016).

Sources:

Cruz. I. (2014). The roles of media and communication in ASEAN. Retrieved from http://www.manilatimes.net/roles-media-communication-asean-2/149358/

Huang, E. (2016). Telling the ASEAN Story Better. Retrieved from http://www.aseannews.net/telling-the-asean-story-better/

The Jakarta Post. (2016). Media agrees to contribute to building Asean community. Retrieved from http://www.nationmultimedia.com/breakingnews/Media-agrees-to-contribute-to-building-Asean-commu-30284797.html

In the late seventies, the move towards a New World Information and Communication Order was proposed by Third World countries and international agencies such as UNESCO. In the light of ASEAN Integration, would a regional information and communication policy that covers mass media and new media operations likewise be pursued?

The New World Information and Communication Order (NWICO) is the result of the political turmoil that happened during World War II.  Throughout this critical period in world history, information has played a crucial part in international relations both as a means of communication and as an instrument of understanding among nations (Masmoudi, 1978).  The purpose of the order is genuinely ideal, but even among industrialized countries it is difficult to come to agreement with.  In fact, the US has had to grapple with the majority ideological position espoused by the UNESCO-member countries that it led to the US’s withdrawal from the organization (Calabrese, 2005).  Apparently, the US was against the majority’s view that the government should play no role in nurturing a society’s culture and that it is the “marketplace” (i.e. market forces) that should govern it to make it equitable.  Thus, information and global media communication and representation should be standardized (and therefore, managed). 

Application of NWICO to ASEAN Policy

In any event, the ASEAN Policy is no different.  More than ever, ASEAN countries are bound by their very cultural traditions that makes each member-country unique.  Given the majority’s position, it would be difficult to gloss over culture in the hopes of achieving a unified interpretation.  For its part, ASEAN has dealt with this matter by establishing the e-ASEAN Initiative that will ensure all members to embrace information communication technology to sustain economic growth in the region (Low, 2004).  Rather than focusing on information itself, the Initiative focuses on building an integrated information highway that will foster easy access and flow of information and communication for mutual understanding.  Other initiatives taken by ASEAN include building stronger trade and economic relations through the ASEAN Integration and establishing environmentally sustainable cities.

So unlike NWICO, ASEAN’s policy on communication and media stands a strong chance because it firmed up its position in establishing a channel for making information and communication exchanges faster.  One ASEAN is built on the premise of respecting one’s individuality, common understanding and compromise instead of falling into the pretense of arriving at one central order.  Under a free market economy, diversity is the key; and understanding this is the way to lasting cooperation.

Bibliography

Calabrese, A. (2005). The MacBride Report: Its Value to a New Generation. Colorado: University of Colorado.

Low, L. (2004). ASEAN Economic Co-operation and Challenges. Singapore: Institute of Southeast Asian Studies.

Masmoudi, M. (1978). The New World Information Order. International Commission for the Study of Communication Problems (pp. 1-27). Geneva: United Nations Educational Scientific and Cultural Organization.

C4D has its roots in Modernization theory – the development thinking and practice that rose to dominance in the post-Second World War era.

By the late 1970s, it was abundantly clear that members of the public were not passive recipients of information, and that media alone could not change people’s mindsets and behaviours. At this time, the ‘Another Development’ perspective began to influence communication thinking and practice. Its proponents argued that, as it was within communities that the reality of development was experienced, community participation in the design and implementation of development programmes was essential. Alternative communication systems and media practices were therefore regarded as an important means for local people to engage in development activities, and Communication for Development came to be understood as a two-way process in which communities could participate as key agents in their own development.

In the first decade of the 21st century, the discussion continues. Some development actors believe that Communication for Development should facilitate shifts in power relations and contribute to positive social transformation led by those most affected by development policies. Others argue that people living in poverty cannot necessarily determine the outcome of policy processes, but can only inform decisions that are the province of policy makers advised by technocrats. This latter perspective, which leaves insufficient room for broader engagement in policy advocacy, remains a concern. A consensus perspective argues in favour of a holistic, ‘diagonal’ approach that harnesses vertical as well as horizontal communication to inform decision-making at national and local levels.

An enabling environment is therefore a prerequisite for effective Communication for Development planning and implementation and includes legal and regulatory systems that protect freedom of expression, enhance access to information for the poor, promote the public’s right to official information, and facilitate non-discriminatory licensing of community radio as well as free and pluralist media systems that foster high-quality public interest media at national and local levels.

UNESCO’s interest in communication is holistic, encompassing all aspects of the discipline— technological, social, political, and cultural. Clearly, the majority of UN agencies have some interest in communication—whether in its technical aspects (like ITU), its industrial (like United Nations Industrial Development Organization [UNIDO]), or in its potential contribution to specific fields—of agriculture, health, population, the workplace (FAO, WHO, UNFPA, ILO). But in the case of UNESCO, the interest is more in seeing how those individual dimensions come together, in communities and social systems, both local and international. That is UNESCO’s strength— most probably also one reason for the controversies into which the Organization has on occasions been drawn.

But to make the free flow of information more than a catchphrase involves movement, information flow and networking in all directions and among many partners, traditional and modern. It also requires inter-sectorality and inter-disciplinarity. UNESCO’s traditional fields—education, science and culture—are much stronger when they are underpinned by a thorough competence in information skills, and one of UNESCO’s recent priorities has been to combat the inertia and resistance of a vertically organized system, in favour of a transversal approach. New technologies, like the satellite, can only realize their social applications through this kind of inter-disciplinarity, and it should be no surprise that UNESCO now has projects in preparation in Africa, India and Latin America that depend upon satellite technologies to educate at a distance. The links between the programmes of the Communication Sector, juxtaposing communication, information and informatics, need to be further consolidated, moving from a structural to a conceptual level that would mirror the emergence of a global information society

References:

Communication for Development Strengthening the effectiveness of the United Nations. United Nations Development Programme Bureau for Development Policy Democratic Governance Group 304 East 45th Street, 10th Fl. New York, NY 10017, USA. Retrieved online from:http://www.unicef.org/cbsc/files/Inter-agency_C4D_Book_2011.pdf

Everett Rogers outlined ‘Another Perspective’ paradigm in response to the perceived shortcomings of earlier development theories.

Servaes, J. (2008). Communication for Development and Social Change. UNESCO. Retrieved online from: http://rasaneh.org/Images/News/AtachFile/10-2-1391/FILE634713029852060234.pdf

The Modernization model, in which development is viewed as modernization, dominated development thinking until the 1970s. In Communicating for Development: Human Change for Survival (1998), Colin Fraser and Sonia Restrepo-Estrada point out that more than two decades after the problems of the modernization approach became evident, there remain instances in which project design is essentially top-down, based on assumptions about behaviour rather than on communication and participation.

UNESCO, ‘Towards a Common UN System Approach: The Role of Communication for Development in Achieving the MDGs’ 2007, p. 17.

UNESCO, ‘Towards a Common UN System Approach: The Role of Communication for Development in Achieving the MDGs’ 2007, p. 19.

Universal Declaration on Cultural Diversity. Adopted by the General Conference of the United Nations Educational, Scientific and Cultural Organization at its thirty-first session on 2 November 2001. Available online at http:// www.ohchr.org/english/law/diversity.htm.

C4D has its roots in Modernization theory – the development thinking and practice that rose to dominance in the post-Second World War era.

By the late 1970s, it was abundantly clear that members of the public were not passive recipients of information, and that media alone could not change people’s mindsets and behaviours. At this time, the ‘Another Development’ perspective began to influence communication thinking and practice. Its proponents argued that, as it was within communities that the reality of development was experienced, community participation in the design and implementation of development programmes was essential. Alternative communication systems and media practices were therefore regarded as an important means for local people to engage in development activities, and Communication for Development came to be understood as a two-way process in which communities could participate as key agents in their own development.

In the first decade of the 21st century, the discussion continues. Some development actors believe that Communication for Development should facilitate shifts in power relations and contribute to positive social transformation led by those most affected by development policies. Others argue that people living in poverty cannot necessarily determine the outcome of policy processes, but can only inform decisions that are the province of policy makers advised by technocrats. This latter perspective, which leaves insufficient room for broader engagement in policy advocacy, remains a concern. A consensus perspective argues in favour of a holistic, ‘diagonal’ approach that harnesses vertical as well as horizontal communication to inform decision-making at national and local levels.

An enabling environment is therefore a prerequisite for effective Communication for Development planning and implementation and includes legal and regulatory systems that protect freedom of expression, enhance access to information for the poor, promote the public’s right to official information, and facilitate non-discriminatory licensing of community radio as well as free and pluralist media systems that foster high-quality public interest media at national and local levels.

UNESCO’s interest in communication is holistic, encompassing all aspects of the discipline— technological, social, political, and cultural. Clearly, the majority of UN agencies have some interest in communication—whether in its technical aspects (like ITU), its industrial (like United Nations Industrial Development Organization [UNIDO]), or in its potential contribution to specific fields—of agriculture, health, population, the workplace (FAO, WHO, UNFPA, ILO). But in the case of UNESCO, the interest is more in seeing how those individual dimensions come together, in communities and social systems, both local and international. That is UNESCO’s strength— most probably also one reason for the controversies into which the Organization has on occasions been drawn.

But to make the free flow of information more than a catchphrase involves movement, information flow and networking in all directions and among many partners, traditional and modern. It also requires inter-sectorality and inter-disciplinarity. UNESCO’s traditional fields—education, science and culture—are much stronger when they are underpinned by a thorough competence in information skills, and one of UNESCO’s recent priorities has been to combat the inertia and resistance of a vertically organized system, in favour of a transversal approach. New technologies, like the satellite, can only realize their social applications through this kind of inter-disciplinarity, and it should be no surprise that UNESCO now has projects in preparation in Africa, India and Latin America that depend upon satellite technologies to educate at a distance. The links between the programmes of the Communication Sector, juxtaposing communication, information and informatics, need to be further consolidated, moving from a structural to a conceptual level that would mirror the emergence of a global information society

References:

Communication for Development Strengthening the effectiveness of the United Nations. United Nations Development Programme Bureau for Development Policy Democratic Governance Group 304 East 45th Street, 10th Fl. New York, NY 10017, USA. Retrieved online from:http://www.unicef.org/cbsc/files/Inter-agency_C4D_Book_2011.pdf

Everett Rogers outlined ‘Another Perspective’ paradigm in response to the perceived shortcomings of earlier development theories.

Servaes, J. (2008). Communication for Development and Social Change. UNESCO. Retrieved online from: http://rasaneh.org/Images/News/AtachFile/10-2-1391/FILE634713029852060234.pdf

The Modernization model, in which development is viewed as modernization, dominated development thinking until the 1970s. In Communicating for Development: Human Change for Survival (1998), Colin Fraser and Sonia Restrepo-Estrada point out that more than two decades after the problems of the modernization approach became evident, there remain instances in which project design is essentially top-down, based on assumptions about behaviour rather than on communication and participation.

UNESCO, ‘Towards a Common UN System Approach: The Role of Communication for Development in Achieving the MDGs’ 2007, p. 17.

UNESCO, ‘Towards a Common UN System Approach: The Role of Communication for Development in Achieving the MDGs’ 2007, p. 19.

Universal Declaration on Cultural Diversity. Adopted by the General Conference of the United Nations Educational, Scientific and Cultural Organization at its thirty-first session on 2 November 2001. Available online at http:// www.ohchr.org/english/law/diversity.htm.

There exists an ASEAN Communication Master Plan (ACMP), which provides the framework in communicating messages of the ASEAN to various audiences. As per the ACMP, its key audiences include local communities, women and children, youth, governments, businesses, civil society organizations, media and global audiences.

Though there may be efforts to communicate messages of the ASEAN, there’s still a long way to go. If the ACMP employs the traditional media and social media as the main strategy towards communicating ASEAN messages, then how come ASEAN and its visions and opportunities are not yet widely spread to the public in general? In the Philippines, for instance, the mainstream media seldom talk about the ASEAN and if you ask ordinary people, they have little or no knowledge of the ASEAN.

Though this is the case, I still believe that a policy on communication and media should be pursued and this will prosper if the ASEAN leaders will give priority to the importance of communicating ASEAN messages and opportunities not only to the major stakeholders but more importantly, to the local communities.

References

(1) http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

(2) http://www.asean.org/asean-launches-communication-master-plan/

Good day, Dr. Flor!

I find the question somehow complicated but stimulating.  First, I think it is applicable to mention a portion from the Theory on Stages of Development by a famous American economist Prof W.W. Rostow. In that theory, the most crucial stage is the Take-off stage as one could not just proceed to it without fully satisfying the set of requirements for the preceding Stage of Development. I could presumably read the mind of the author that forcing it through even knowing the lack of preparedness as such requirements have not been complied with, can lead to uncalculated risk, thus bound to fail.

With member countries soon to be fully integrated into the ASEAN, is there urgency for implementing a New Order on Information and Communication covering mass and new media exclusively for the ASEAN?

Correlating with the opinion of some scholars active in ASEAN affairs, majority go to the thinking that it is not yet ripe to enunciate and adopt ASEAN policy on communication and media knowing the actual situation prevailing in ASEAN member countries. With that, I believe that there is definitely a need for this new order on information and communication policy but as to its execution, I am afraid it has to be put on hold pending outcome of assessment of preparedness of ASEAN member countries to whatever the content of a New Order.

God Bless!

References:

ASEAN Communication Master Plan.  Retrieved from: http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Guru, Supriya (n.d). Rostow’s Five Stages of Growth. Retrieved from: http://www.yourarticlelibrary.com/economics/rostows-five-stages-of-growth-explained/38235/

Before the establishment of the ASEAN Economic Community in the late part of 2015, a Malaysian government official proposed the Malaysian language to be the official language for the community (Today, 2015).  While it received criticisms from the ASEAN public – as ridiculous or dumb, it was actually reflective of the importance of communication policies that member countries must abide by.  The resolve for establishing communication policies and policies in general was already evident when the member nations approved and signed the AEC blueprint in 2008.  Stipulated in the blueprint (among other plans of action) is member nations’ cooperation in terms of  “human resources development and capacity building; recognition of professional qualifications; closer consultation on macroeconomic and financial policies; trade financing measures; enhanced infrastructure and communications connectivity; development of electronic transactions through e-ASEAN; integrating industries across the region to promote regional sourcing; and enhancing private sector involvement for the building of the AEC (ASEAN Secretariat, 2008).  Clearly it includes communications and media implications in the items of communications connectivity, and development of electronic transactions.  All the other items are integrative of communication process especially when procedures have to be established and followed. 

Indeed establishing policies is work in progress.  This is evident, for example in the following existing bodies (no order of significance): 

The ASEAN Secretariat serves as the umbrella body, through which ASEAN Statistics (ASEANStats) has been initiated.  Here the secretariat “works hand in hand with ASEAN Member States in building statistical capacities, promoting international standards and best practices, and harmonizing statistics through, among others,” a number of mechanisms” (ASEANstat, n.d.), with which communication is integrative.  The following are the mechanisms:  ASEAN Heads of Statistical Offices Meeting (AHSOM), ASEAN Community Statistical System (ACSS) Committee, ACSS Planning and Coordination Sub-Committee (ACSS-PCSC), variety of work groups and task force.

The Secretariat is also responsible for the ASEAN Communication Master Plan (ACMP), which   “provides the framework to communicate messages about the character, structure and overall vision of ASEAN and the ASEAN Community to key audiences including local communities of ASEAN Member States (AMS), women and children, youth, governments, businesses, Civil Society Organisations (CSOs), influencers, media and global audiences” (ASEAN Secretariat, 2014).

The aforementioned bodies, mostly, if not all overseen by the ASEAN Secretariat are just a few of those involved in establishing working policies.  The efforts are to ensure that ASEAN and AEC’s member nations are well guided as they embark on a journey of cooperation for regional development.

References:

 ASEAN Secretariat. (2008). ASEAN Economic Blueprint.  Retrieved from:  http://www.asean.org/wp-content/uploads/archive/5187-10.pdf

 ASEAN Secretariat. (2014).  ASEAN Communication Plan.  Retrieved from:  http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

 ASEANstat. (n.d.).  Retrieved from:  http://www.asean.org/storage/images/resources/Statistics/About%20ASEANstats.pdf

Today. (2015). Malay should be ASEAN’s lingua franca, says M’sian minister.  Retrieved from:  http://www.todayonline.com/world/asia/malay-should-be-aseans-lingua-franca-says-msian-minister

The New World Information and Communication Order that was proposed by developing countries and UNESCO has not received a warm welcome among the developed countries especially the United States of America. It has been heavily criticized for its inability to sharply delineate the problem, failure to effectively merge the NWICO with a major examination of economic concerns, and an inability to find an equitable solution to the gross imbalance in information flows and exchange.

It also failed to address the issues of telecommunication infrastructure and the socio-cultural effects of technology, existing tariff structures and the distribution of the spectrum resources.

During the time NWICO was proposed, infrastructure for communication exchange was still in its archaic state and political instability in various regions made it almost impossible to implement because of the ongoing Cold War between US and the Soviet Union. Communication was practically monopolized by rich countries such as the US to the point that it has dominated the international scene with its brand of journalism and cultural hegemony through movie and entertainment.

Today, in the light of the ASEAN Integration, will a similar proposal move forward? The question maybe answered if each country in the Southeast Asia will be willing to accept diversity (cultural and political) without conditionalities, establish rules to protect journalist, allow free flow of information in governments and foster cooperation in the improvement of telecommunications infrastructure will probably make the ASEAN policy in communication and media to prosper.

Likewise, media giants in ASEAN countries should also be willing to cooperate to provide media coverage for ASEAN-related endeavors in order to help catalyze the spread of information that promotes the ASEAN identity.

References:

Vincent, Richard, THE NEW WORLD INFORMATION AND COMMUNICATION ORDER (NWICO) IN THECONTEXT OF THE INFORMATION SUPER-HIGHWAY http://www.academia.edu/4041289/THE_NEW_WORLD_INFORMATION_AND_COMMUNICATION_ORDER_NWICO_IN_THE_CONTEXT_OF_THE_INFORMATION_SUPER-HIGHWAY

ASEAN Communication Master Plan http://www.kemlu.go.id/Other%20Documents/ASEAN/ASEAN%20Communication%20Master%20Plan.pdf

I’m positive that an ASEAN policy on communication and media will prosper because it is a critical requirement towards the realization of a dream called ASEAN Community. To achieve this ASEAN dream, an effective use of different communication techniques is necessary in addressing audiences with negative views of the ASEAN Community and closing the perception gaps about it. Moreover, a more extensive, ongoing communication is needed to communicate the ASEAN Community benefits within the region, as well as to global audiences as ASEAN makes known its place in the world economy (“ASEAN Communication, 2014).

The preparatory steps have been laid down towards this goal. Published in 2014, the ASEAN Communication Master Plan (ACMP), is one of such important steps. Designed to be a living plan that supports the conception and implementation of policies over time, the aforementioned plan is hoped to have far-reaching benefits to the member states. Its overall goal is to provide fact-based and compelling communications that clearly demonstrate the relevance and benefits of the ASEAN Community to audiences inside and outside the ASEAN Member States (AMS) and recognize that the ASEAN Community is unique and different from other country integration models (“ASEAN Communication, 2014).

Having an overarching message of “ASEAN: A Community of Opportunities,” it identifies ASEAN as a community that “aims to instill a sense of belonging and identity among its citizens, and that brings new opportunities to the people of ASEAN and the broader global community” (p.1). Providing a sense of connectivity, the message aids in facilitating the coherence and convergence of ASEAN’s three Community Pillars (ASEAN Political-Security Community, ASEAN Economic Community and ASEAN Socio-cultural Community) and the implementation of their own communications initiatives. To achieve heightened awareness of the initiatives that create a shared community of opportunities and benefits across ASEAN  governments, peoples and dialogue partners, the plan outlines 15 integrated communications strategies and tactics across traditional media, electronic and social media, and in market events, to access stakeholders of all groups and ages and which can be implemented at the country and regional levels (“ASEAN Communication, 2014).

The foregoing proves a major step has been undertaken. As the ASEAN Community 2015 integration is quite young, difficulties can be expected, and to deal with it communication and media will undoubtedly play a crucial role. Coming up with communication policies is necessary to establish the needed “lead time” to solve such difficulties for the integration to be fully realized.

REFERENCE:

ASEAN Communication Master Plan (ACMP).2014. Retrieved on April 22, 2016 from http://www.kemlu.go.id/.../ASEAN/ASEAN%20Communication%20Master%2

During the 13th Conference of the ASEAN Ministers Responsible for Information and Related Meetings (AMRI+3) in March 2016, PCOO Secretary Herminio Coloma, Jr. discussed about “ASEAN 2025: Forging Ahead Together” as being the blueprint for ASEAN integration within the next few years. And as to the Strategic Plan for Information in Media 2016 to 2025, he elaborated that it includes the following: (1) Advancing cooperation in ASEAN level-agreements to provide regional mechanisms to promote access to information; (2) Encouraging the development of programs and the dissemination of information on benefits and opportunities offered by the ASEAN community; (3) Harnessing the use of information and communication technologies; (4) Encouraging media professionals, research, business, and other entities in collaborative development of ASEAN relevant content. Therefore, in consideration of the reality that AMS are at different stages of development while the said strategies are being carried out, pursuing regional information and communication policy that covers mass media and new media operations in the light of ASEAN integration definitely makes sense. And, with appropriate guidelines and proper implementation, the dreams and aspirations being associated with ASEAN Integration can be better achieved.

References:

EDUCATION | What is NWICO? [IR Binus University 2017]

https://www.youtube.com/watch?v=-skq0IaJigM

Published on June 19, 2015

13th Conference of the ASEAN Ministers Responsible for Information and Related Meetings (AMRI+3) – March 14-18, 2016

http://rtvm.gov.ph/main/category/asean-2016-amri-somri/

ASEAN 2025: Forging Ahead Together

http://www.asean.org/storage/2015/12/ASEAN-2025-Forging-Ahead-Together-final.pdf

The Third World’s resentment of one-way flow of news and information from the developed countries to the developing ones, which reflected lack of respect for third-world peoples’ cultural identity; the monopoly positions of transnational communications corporations; and the inequitable distribution of communications resources in the world (Carlsson, 2003) paved the way for the creation of the New World Information and Communication Order (NWICO) that was hoped to address these issues and make global communication more impartial.

However, the Order was not without criticism. The Third World’s demands for radical reform of the prevailing information order were characterized by some in the West as a threat to the ’Free World’, as “Freedom under attack” (Fascell,1979; Carlsson, 2003). The United States, in particular, perceived NWICO as an obstruction to free flow of information because the Order’s proponents believed that the human right to information may be limited by a national government in the interest of balancing the flow of information (Wilson, 1986).

It could be surmised that the NWCIO was part of the attempt of developing countries to break free from the shackles of communication or media imperialism. Resisted by the ruling “superpowers”, it did not materialize as initially envisioned.

In the ASEAN setting, such policy on communication and media would likely prosper because the region is first and foremost, being integrated in such a way that it becomes not only “a politically cohesive, economically integrated, socially responsible” community but also “truly people-orientated, people-centered and rules based” (Bandar Seri Begawan Declaration on the ASEAN Community’s Post-2015 Vision).

The region is now being propelled into becoming a progressive community that is unified amidst high diversity and provides equitable opportunities for its citizens. The aim is to respect and preserve cultural identity of each member state while a collective ASEAN identity is established. With this sense of cooperation, news exchange, responsible journalism, balanced flow of information, and sharing of technology would be so much easier to realize.

References:

ASEAN Communication Master Plan – ASEAN: A Community of Opportunities. 2014. Jakarta: ASEAN Secretariat. http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

 Raube-Wilson, Stephen. 1986.The New World Information and Communication Order and International Human Rights Law. http://lawdigitalcommons.bc.edu/iclr/vol9/iss1/5

 Carlsson, Ulla. 2003.The Rise and Fall of NWICO – and Then? From a Vision of International Regulation to a Reality of Multilevel Governance. Goteborg University. http://www.bfsf.it/wsis/cosa%20dietro%20al%20nuovo%20ordine.pdf

Will an ASEAN policy on communication and media prosper?

The purpose of this paper is to answer the question posted by Dr. Flor for the Comm 330 class for the second semester of the AY 2015-2016:  “Will an ASEAN policy on communication and media prosper?”  It was explained by Dr. Flor that the background of this inquiry was the move towards a New World Information and Communication Order (NWICO) proposed by Third World Countries and international agencies such as UNESCO in the late seventies. According to Nordenstreng,  NWICO was the buzz word in the discourse in the media’s role in the society and in whole world. However by the new millennium, this disappeared and was replaced by new concepts like media globalization. In year 2010 NWICO was considered as history. (Nordenstreng, nd)

 Specifically, this paper will try to highlight points that can be used to answer the problem: “In the light of ASEAN Integration, would a regional information and communication policy that covers mass media and new media operations likewise be pursued?”

The ASEAN integration plan which aims to foster  “one vision, one identity , one community” for the ASEAN members is subdivided into four pillars namely: Single Market and Production,  Competitive Economic Region ,  Equitable Economic Development and  Integration to the Global Economy (ASEAN Integration Report 2015).

To enhance the overall ASEAN’s competitiveness through harnessing technological advancement in Information and Communications technology the ASEAN Telecommunications and IT Ministries (TELMIN) agreed to adopt the Singapore Declaration in their 3rd meeting on September 2003. During that meeting the Telecommunications Senior Officials Meeting (TELSOM) Working Groups carried out the four objectives of the e-ASEAN Framework Agreement, which were (a) to develop, strengthen and enhance the competitiveness of the ICT sector; (b) reduce the digital divide within and amongst ASEAN Member Countries; (c) promote cooperation between the public and private sectors; (d) develop ASEAN Information Infrastructure. (ASEAN Org, nd)

By developing the ASEAN Information structure the TELMIN viewed that this will promote interoperability, interconnectivity, security and integrity. Also they planned to develop and operationalize national Computer Emergency Response Teams (CERTs) by 2005 in line with mutually agreed minimum performance criteria. To be able to do this, a virtual forum for ASEAN cyber security was formed to be able to develop a common framework to coordinate exchange of information, establishment of standards and cooperation among enforcement agencies. Moreover, a database of National Information Infrastructure profiles has been created to encourage competition, rapid deployment of new technology and ICT investment in the region. (ASEAN Org, nd)

On January 2011, the ASEAN ICT Master plan 2015 was adopted during the 10th TELMIN held in Kuala Lumpur (AIM2015) which place emphasis on connectivity among members of ASEAN. The Master Plan on ASEANs Connectivity cover three key elements: i. Physical connectivity: Transport; Information and Communications Technology (ICT); and energy; ii. Institutional connectivity: Trade liberalisation and facilitation; investment and services liberalisation and facilitation; mutual recognition agreements/arrangements; regional transport agreements; cross-border procedures; and capacity building programmes; and three, People-to-people connectivity: Education, culture, and tourism. (ASEAN Org, nd).

The ASEAN Communications Master Plan (ACMP) was developed to provide fact-based and compelling communications which can articulate the shared benefits of the ASEAN Community to audiences inside and out of the ASEAN Members States (AMS) with an overarching message a “ASEAN: A Community of Opportunities.” Specifically the message would want to convey a message that provides the connectivity to aid the coherence and convergence of ASEAN’s three Community Pillars and the implementation of their own communications initiatives (ASEAN, 2014).

The ACMP outlined the communications strategies to achieve and increase awareness of the initiatives across ASEAN’s government, people and dialogue partners. This will be the map that may provide the directions of the spectrum of communication activities across traditional and new media in order to reach all stakeholders. (ASEAN, 2014). Cruz, (2014) concurred that the journalists and media can do their share in order for the ASEAN initiative to scuceed. He emphasized that the mandate to the media and journalists is to “Launch a comprehensive communications plan to explain to government officials, key stakeholders, and the general public the objectives, benefits and challenges of the AEC.”

The move to integrate the ASEAN has progressed significantly (ASEAN Integration Report 2015) and the Philippines is well positioned to seize the opportunities and benefits on the integration of the AEC. Based on the report by Department of Trade & Industry (DTI) Secretary, the Philippines experienced robust economic growth and is expected to be ranked as one of the largest economy in South East Asia in 2050. (gov.ph, 2015). To continue and realize the success of the integration, it is therefore imperative that ASEAN initiatives and commitment on information and communication policy that covers mass media and new media operations be pursued and implemented.

References:

ASEAN. (2014). ASEAN Communications Master Plan: A Community of Opportunities.

ASEAN Integration Report 2015.

ASEAN Org. (nd). Retrieved from http://www.asean.org/asean-economic-community/asean-telecommunications-and-it-ministers-meeting-telmin/.

Cruz, I. (2014, December). Manila Times. Retrieved April 29, 2016, from http://www.manilatimes.net/roles-media-communication-asean-2/149358/.

gov.ph. (2015, September 15). Retrieved from http://www.gov.ph/2015/09/15/ph-ready-for-full-asean-integration-in-2016/.

Nordenstreng, K. (nd). The New World Information and Communication Order: An Idea that Refuses to Die. Retrieved from http://www.uta.fi/cmt/en/contact/staff/kaarlenordenstreng/ publications/MacBride_Legacy_Istanbul.pdf.

Communication, a broad and sometimes considered as a very overwhelmingly complex concept, is the building block of all human ingenuity---the lifeblood of society. The media on the other hand, is its right hand—the mode to which complex social dynamics are showcased. In the light of ASEAN integration, communication and media have been its instrument to apprise the community about its goings on so all members will have awareness, familiarity and understanding of its vision and mission.

The proliferation of the mass media and new media has brought about so many opportunities for the ASEAN member nations. Although complexities inherent in ASEAN integration are as multifaceted as the communication process in its truest sense, a glimmer of hope is visible at the end of the tunnel.  With the unprecedented advancements in communication technologies now, question as to whether or not ASEAN’s policy on communication and media will thrive seems to be extraneous.  Gone were the days when people had to wait for a week or two or even a month to get relevant information on their concerns. Gone were the days when people had to walk for miles just to watch news from their neighbors TV set. Gone were the days when many cannot afford to buy even a transistor radio. Gone were the days when most did not know what social media platforms (e.g. Facebook, Twitter, Instagram, etc.) are. Gone were the days when people relied on traditional mass media alone to get information about the world they live. Gone were the days when proponents of development projects had to travel through distant seas while battling the rough waves, walk miles and miles of road less traveled, and cross rivers and creeks just to reach their intended beneficiaries.

Nowadays, individuals and organizations, whether government or non-government, have access to different communication media and all sorts of information. People now are aware of the many ways to interconnect with others efficiently if not effectively. Information now can travel as fast as the wink of an eye or even the speed of light and can be multilingually translated. The era of information age has made information the primary resource instead of the economic resource (e.g. land and capital). Information has become paramount to human existence and communication and media made it possible. The more access people have to communication media, the more knowledgeable they are and the more powerful they become.

So, will ASEAN policy on communication and media prosper?

Despite complaints about imbalance of communication through observable disrespect for other people’s cultural identities, supremacy of multinational communication companies, and the bigoted distribution of communication resources not only among ASEAN member countries but also around the world, I BELIEVE THAT ASEAN POLICY ON COMMUNICATION AND MEDIA WILL DEFINITELY PROSPER. It will be most effective, however, when reforms be done and the new media platforms be given consideration. The dearth on explicit strategies on how to collaboratively use mainstream media and new media to further the regional integration should not be taken for granted. The fact that a policy exists means something important is going on. It means something is being done or has to be done to accomplish the goal.

ASEAN has a strong commitment to advance its aims, purposes and activities with the use of effective communication and media strategies. Proponents believe that achieving the goal of “oneness” is right at the fingertips of every member country. This is despite the region’s diverse and uneven media landscape and the rise of numerous new media platforms. The media in general is still considered as ASEAN’s right hand to achieving its goals (ASEAN 2011;   Siricharoen and  Siricharoen, 2014), and  member countries are so keen with the full utilization of the media to attain the economic, political and social well-being of the region (Chongkittavorn, 2013; Siva 2015). Would a regional information and communication policy that covers mass media and new media operations likewise be pursued?  ABSOLUTELY. However, if there be any policy, the region’s media operations and access to information and communication technologies are subject to how open and acquiescent the member country is in handling and managing its information highway.

The media and its power shall prevail despite the many convolutions and issues it encounters.  I deem, however, that the determining factor of the success of ASEAN’s communication and media policy is on whether or not it is used to the fullest by its members. It is ASEAN’s task to formulate better, bolder, and more comprehensive communication and media policy reforms that take into consideration policies on new media. It is the members’ responsibility to cooperate and implement these policies in order to achieve a unified media landscape and “forge regionalism”; thus, bridging the gap among ASEAN nations. If there exist ASEAN Charters and policies for ASEAN bank, ASEAN food center, ASEAN airline, etc; there should also exist specific, well-defined ground rules for ASEAN media. This should stipulate specific standards, duties, and responsibilities of the member media organizations, journalists, and other media workers as well as expected utilization of the different media platforms and impartial and non-discriminatory dissemination of information.

References cited:

Chongkittavorn, Kavi. ( May 6, 2013). Time for Asean's media sector to come together. The Nation. 6 May 2013. 5 October 2016. Retrieved from http://www.nationmultimedia.com/opinion/Time-for-Aseans-media-sector-to-come-together-30205456.html

ASEAN (2011). MASTER PLAN ON ASEAN CONNECTIVITY: One Vision, One Identity, One Community. Jakarta: ASEAN Secretariat

Siricharoen,  N.  and Siricharoen W.V. (2014).  Perspective for Suggestion about Communication Plan / Strategy of Thailand Using for ASEAN One Community Relevant to the 3 Pillars: APSC, AEC, and ASCC. International Journal of Digital Information and Wireless Communications (IJDIWC) 4(3): Pp. 341-354

Siva, Raymond. (2015). Communicating in ASEAN: The Need for Flexibility in a Diverse Region. Edeman. 2 September 2015. 6 October 2016. Retrieved from http://edelman.id/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

New World Information and Communication Order floundered on the rocks USA-Soviet Union cold war; SAARC media is a no starter  because of India and Pakistan; the deduction is the strategic rivalries take control over mass media; the only hope in the case is ASEAN is new media, only if civil society moves towards integration and don't let strategic players hijack this medium. 

ASEAN member countries remain fragmented when it comes to media and new media structure, coverage and reach. Variations in media and new media structure reflect varying political, social and cultural structures present within ASEAN member countries. While substantially different from each other, does it make sense to pursue a regional information and communication policy that covers media and new media operations? Since the media has the power to influence people what to think, eat, or feel, I would really be very careful in creating and enforcing this policy.

In a perfect world, I would want to have a regional communication and media policy that is highly participatory, reflective of the people’s needs and interests, and supportive of their development. However, in the real world, there are the elites who like to maintain exclusive control of media and are driven only by their own interests.

Since ASEAN countries have distinct cultures, being under one communication and media policy may run the risk of over-identification for preferred dominant culture and produce ideological hegemony. This can be expected since media always promotes dominant culture. Dominant social groups will be given greater capacity to exercise control if their influence becomes regional. Some groups may be underrepresented and misrepresented and may experience unfairness and intolerance because of stereotypes, inaccurate reporting or wrong messages perpetuated by media about them. I fear that if not done right, pursuing a regional information and communication policy will result to a very poor construction of reality for the South East Asia region.  

If a regional communication and media policy is to be pursued it must be done with due diligence to avoid giving greater power to dominant social groups. This can be done by investigating and analyzing risks, outlining limitations, promoting accuracy, impartiality, and above all, development.

The ASEAN, as a community with a common goal, should pursue an information and communication policy to work side-by-side its other policies. If implemented properly, it could be an enabler of social and economic development in the region.

In an information age, it is essential that a nation or a region knows how to integrate various media and how to apply it in their communications. The policy would be a reflection of how decisive and ready it is in ensuring that no nation and no citizen are left behind in terms of social and economic development.

Currently, common people from various parts of the region barely hear or read about ASEAN, the opportunities it offers and what it stands for. And although there are numerous newsworthy events in the organization, the media is still not keen on reporting them. This, despite the ASEAN Communication Master Plan which was launched in 2014. This is a clear manifestation that the digital divide still persists and that access to information is still not made available to everyone. The ASEAN should actively monitor whether the Master Plan is indeed being adopted and implemented by its member states. Whether the interpretation is leading to the same objectives is another question that should be looked into.

An ASEAN policy is worthy to be pursued, but its objectives should be clear and attainable. It should not be used by those who hold the power to take advantage of its less-developed neighbors. Instead, it should unite states to ensure that the region is meeting its targets . It should be able to raise awareness and eventually mobilize people to become active ASEAN citizens. It is too early to judge AMP on this basis but we could say that unless the digital divide is not addressed, we are still far from being a community that thrives on opportunities the region has to offer.

The regional policy should respond to the opportunities and threats that the regional and global integration would pose. It should not just be a piece of paper just to say that such policy exists. It should be implemented and continuously updated in response to the fast-changing times. It should protect both sides – the media and the consumers of information – from possible abuse that may be committed by them. The ACP is an active plan, what lacks is the integration of all sectors of the society in ensuring that it remains relevant.

ASEAN offers big opportunities to its citizens. However, this would go to waste if not disseminated well to our people. The media has a significant role in translating these programs in a way the public would understand. If all sectors of the society would be engaged in crafting policies and programs, implementation would be much easier. It entails reaching out to the people and making them aware of what’s happening in the region and how they can be affected by it through traditional and new media. It means making them feel that we all belong to One Community despite differences in culture and political environment. 

Will an information and communication policy prosper? It depends on the willingness of the member states as well as of its citizens and various stakeholders to abide by it. Currently, ASEAN is not that popular and its policies and programs may not be reaching the intended targets because of the digital divide. However, if the leaders who should have the capacity to use communication for development will work together to make sure that the infrastructures are built and that everyone gets to have access to information and if media are fully utilized in favor of the people, then it would definitely succeed.

References:

Moore, N (2005). Information Policies in Asia: A Review of Information and Communication Policies in the Asian Region. UNESCO. Retrieved from http://unesdoc.unesco.org/images/0014/001459/145995e.pdf

ASEAN (2015). The ASEAN Masterplan 2020. Retrieved from http://www.mptc.gov.kh/files/2016/03/499/1.pdf

ASEAN (2014). ASEAN Communication Master Plan. ASEAN: A Community of Opportunities. Retrieved from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Good day Sir Sandy :

In the light of ASEAN Integration, Communication indeed is the bridge that connects ASEAN member countries, having ICT in its forefront. For example, Open Universities in the region are contributing to the expansion of knowledge under e-learning. Although the integration of ICT in the region would promote better communication and transaction between countries, there are also challenges that arise from it. Some of the apparent challenges are the diverse culture of politics, education, and tradition of each ASEAN member countries that impedes the process of integration.

But despite these challenges, I believe that policy on communication and media will prosper given that the policy is comprehensive and is constructed with regard to the specific needs that the stakeholders, the ASEAN, identified themselves. Based on the foregoing, it is then highly likely that the ASEAN members will pursue a regional policy on information and communication to ensure inclusion on the policy making and participation in the global market.

REFERENCES:

1. https://www.apc.org/en/about/programmes/communications-and-information-policy-programme

2. http://www.lexology.com/library/detail.aspx?g=61438865-8c63-4465-afe6-f28762bacf2b

I believe that the ASEAN policy on communication and media will prosper especially if the leaders of the countries are determined to achieve that single-community for the entire region and if awareness and proper dissemination of information among the citizens of the country are observed. Moreover, regional policies should also be carefully studied, implemented and cultural differences should be considered.  Also, respect should be maintained in the various beliefs of the citizens like Buddhism, Hinduism, Islam. Lastly, this will also prosper when every member country participates in this policy making and understands its effects to the entire region and to its citizens.  

In the process of implementing this, challenges are evident due to its diversity in terms of economic development, ; experience in negotiating and implementing free trade agreements; sophistication of local laws and regulations, transparency; and cultures. The diverse and uneven media landscapes in the region is also another factor on why it’s difficult to offer a general image of the ASEAN media.

Despite all these, I still believe that communication and media policies will still thrive just as how media contributed to the regional integration and sense of belongingness in Europe, North America and Latin America.

Sources:

Southeast Asia ICT spotlight: ASEAN, the AEC and economic development. By Baker and McKenzie. December 23, 2014. http://www.lexology.com/library/detail.aspx?g=61438865-8c63-4465-afe6-f28762bacf2b

Time for ASEAN’s Media sector to come together. By Kavi Chongkittavorn. May 6, 2013. http://www.nationmultimedia.com/news/opinion/kavi/30205456

The Roles of Media and Communication in ASEAN. The Manila Times. December 16, 2014. http://www.manilatimes.net/roles-media-communication-asean-2/149358/

As the ASEAN integration is now at hand, it is imperative to have a communication and media framework that would not just set the standard for how countries should communicate and share the truth, but would express our highest ideals as a region, in terms of communication and media. A policy is ideal, but it would be difficult to achieve such overarching policy on a sensitive issue. However, it is doable, as seen in the formulation of the ASEAN Human Rights Declaration. 

Currently, we do not have such framework or policy for communications and media, but ASEAN has already released the ASEAN Communication Master Plan that embodies the member-countries' desire to to provide fact-based and compelling

communications that will show "the relevance and benefits of the

ASEAN Community"  and its unique integration model.  The plan also includes the ASEAN's overarching strategy on how to  implement its communications

initiatives. This plan, I think, is a good start. It is comprehensive and consultative. It shows how member-countries, despite their innate differences, can come together to express a unified message based on facts.

References:

1. ASEAN Human Rights Declaration available at http://www.mfa.go.th/asean/contents/files/other-20121217-165728-100439.pdf 

2. ASEAN Communication Master Plan available at http://asean.org/?static_post=asean-communication-master-plan-asean-a-community-of-opportunities

It will be a great move should the ASEAN countries converge and come up with a common media policy that all nations in the region will abide by.

 This generation has been dominated by social media and the internet websites that every aspect of life becomes searchable in the internet and even the smallest “sigh’ or “like’ is expressed through the social media and it will be known to the world in no time. Studies and reports have proven that social media and the internet have resulted to good and bad effects on the lives of people. Good, because information dissemination has been made possible in minutes and at a cost which is a lot cheaper than snail mail or couriers. It has likewise helped in reconnecting people or linking new connections. The internet has revolutionized communication in the world.  However, bad effects are likewise as many. The internet and the different social media have also become easy avenues for prostitution, character assassination, bullying and all other negative results that ruin lives.

There should therefore be a regulating body within the Asian region, at the least.

A convergence of leaders or representatives from countries in the region is a brilliant idea to bring the countries closer, in culture, at least, and through communication policies. The necessity will open avenues for cultural practices to be understood by the neighbors, and differences in traditions as promoted on the different media will greatly help people who work outside of their country of origin.

Communication and the good use of it, are tools for goodwill. Crimes perpetuated through the internet should be closely monitored with the intention to minimize if not totally eradicate them. One country may have strict laws on media, but the accessibility of the internet and the facility of transfer of information that results out of it is dangerous, and a good watch is needed to ensure that it gives benefits more than harm. With the cliché that NO MAN IS AN ISLAND, one can glean that living in harmony with neighbors is a ticket to peace. We can start in the region, then good results will prompt the other to follow suit.

Economically, this will likewise pave the way for more employment opportunities for the skilled Filipinos. Being recognized in the Asian region as among the most talented people, the Filipinos will be able to make communications more accessible to Asia and the world.

Communicating in ASEAN: The Need for Flexibility in a Diverse Region

An Accenture study showed 194 million new Internet users signed in online between 2010 and 2020 in the ASEAN – six nations, with 91 million coming from Indonesia alone. By 2020, those under the age of 30 will make up 48 percent of the Southeast Asian population. Access to information has been democratized, with social and digital media redefining creation of content and methods of communicating.

From a business perspective, we see Southeast Asia’s economic and digital transformation as being driven by shared characteristics. Economic growth in the region is surging, making Internet access more affordable. Steady improvements in the price-to-performance ratio of mobile devices, coupled with improvements to battery life, have helped lower income consumers bypass buying expensive laptops and PCs. Instead they use their mobile devices as their primary source for accessing information, online content and media.

However, never underestimate the complexities inherent in ASEAN; the grouping is made up of 10 countries and economies, which differ vastly in history, language, culture and economic development. Singapore is a highly advanced economy and global financial center, with a GDP per capita of 55,182.48 USD, whilst other ASEAN member states such as Cambodia have a GDP of 1,006.84 USD and are still largely agrarian economies.

These nuances deserve a greater and more sophisticated approach to investment, market entry and communications than the broad brush approach that is generally applied. The variances necessitate a multilayered strategies, integrating an ASEAN wide understanding into tailored local market engagement. A “one size fits all” approach simply will not be effective – ASEAN member states have very different characteristics.

Although doing digital is vital in many markets across ASEAN, in others it is still at a more early stage. This reflects the importance of taking the time to understand the unique media landscape, the most effective digital communication tools and the varied maturity and consumer habits of citizens across each ASEAN country.

At the top level this includes the size and influence of media outlets and factors like the freedom of the press and the evolution of and access to social and digital media – analyzing which platforms work best and are the most effective digital mediums.

In some countries like Indonesia for example, digital and social media is extremely prevalent and important for effective campaigns – Jakarta is the Twitter capital of the world, sending out the most tweets, Indonesia has the fourth largest amount of users on Facebook and has the fifth largest amount of Twitter users. Strong digital and social engagement is therefore critical for communicating.

At the other end of the spectrum, countries such as Laos and Cambodia are still at the early stages of their digital journey and Internet penetration is still low – traditional print and press events are still the number one source for information and the main focus, with digital platforms playing a less prominent role.

It is also important to take note of digital differences – the platforms that are most effective and widely used varies from market to market. Looking at Myanmar’s digital social platforms, for example, Myanmar does not yet have a substantial number of users on Twitter, but Facebook is growing in popularity and also used by many government figures and brands to communicate.

More than ever, businesses planning to enter or expand in ASEAN would be well advised to integrate “nimble” and “flexible” into their corporate lexicon and adapt and tailor to the local market.

ASEAN is indeed a region of huge potential for business, with fast growing economies and increasingly digitally savvy consumers, but it is critical to pay attention to the diverse regional variations and dynamics of the countries that make up this fast changing and fascinating region and implement regional strategies on a country-by-country basis for true ASEAN business success.

https://www.edelman.com/post/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

ASEAN beholds communication's purport in providing politically, culturally and economically secured community. Thus, the creation of ASEAN Communication Master Plan (ACMP). The plan provides the  framework to communicate messages about the character, structure and overall vision of ASEAN. 

Further, ACMP articulates an overarching message dubbed as ASEAN: A Community of Opportunities. This message aims to instill a sense of belonging and identity among its citizens and member countries.

The Communication Plan acknowledges the significant role of media in communicating intended messages to the audience. It reiterated that TV, radio, newspaper and the internet are the key channels for ACMP's information dissemination. 

The communication plan’s blueprint is well designed and drafted. The challenge now is how this message reach the grass roots. Showcasing ASEAN plans and activities through media will be good for information dissemination. But the policies created must be perfectly felt by ordinary folks; lest it remains a written work.

The local government unit of a fishing community in Leyte needs to resonate the ASEAN communication plan to fishermen for them to realize the opportunities brought by ASEAN integration in their livelihood. Overarching the ASEAN message of community of opportunities, Singapore a cosmopolitan city must also surmise its positive effect.

Given the different needs and nature of ASEAN communities, there is a need for development communication to come into play in translating ASEAN strategies to concrete programs to be delivered to ordinary folks. Flor (2002), alluded that development communication and policy science are two arcs that need not be separated. They have to go hand in hand, both acting on social conscience. 

In a challenging diverse culture and beliefs of the ASEAN members, ACMP is a good move to lead everyone in providing opportunities beneficial for all. The challenge remains, how to reverberate policies and programs favorable to all particularly the marginalized sectors.

References:  

Flor, A. G. (1991). Development Communication and the Policy Sciences. Retrieved from www.academia.edu

ASEAN Communication Master Plan (2014). Retrieved from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

The members of the ASEAN share a vision of “living in peace, stability and prosperity, bonded together in partnership, in dynamic development and in a community of caring societies”. Being one of the major regional bodies in Asia, the ASEAN embarks into an integration that supports its vision to strengthen the regional partnership and cooperation of all ASEAN nations. Ironically, various forms of struggles and pressures had also surfaced despite its desire for joint cooperative efforts.

The known external challenges of the ASEAN integration are “globalization, regional imbalances, and a lack of engagement mechanisms”. The ASEAN’s lack of participation resulted to its being labeled as “passive global player”, a mark of its weak cooperation and coordination regionally and internationally. The “passive behavior” was also observed by Thailand Prime Minister Abhisit Vejjajiva who commented about the organization’s weak public outreach and reluctance in promoting its goals, projects and event outcomes (Loffelholz, M. & Arao, D., 2010). The said comment and the issue that Southeast Asian media and journalists seemed to view ASEAN’s affairs as uninteresting topics, had been written and published in ASEAN’s Journalism Guide.

With the foregoing problematic scenarios, one could infer the call for responsible journalism and the need to improve its international and organizational communication mechanisms. It must be noted though that certain actions were already made to resolve the situation. The Federal Foreign Office of the Federal Republic of Germany (Deutsche Gesellschaft für Internationale Zusammenarbeit) [GIZ], under the umbrella of ASEAN – German Cooperation claimed that their initiatives and efforts on the Capacity Building for the ASEAN Secretariat 2008 – 2015, particularly on Media and Communication, had already created significant improvements in the quality of reporting ASEAN matters and its media coverage .The commission further claimed that the project resulted to having a common design that is accordance with the Corporate Design guidelines for all ASEAN publications, the ASEAN website, roll-ups, banners, information material for events and conferences. It is unclear though as to whether or not there are policies which legitimize the implementation of such programs and projects.

If ASEAN intends to address the burgeoning issues arising from the lack of engagement and collaboration between the member nations, I think a policy should be promulgated to help in bridging the gap, enhancing communication, regulating and guaranteeing that the media fulfills its function.

This line of thought is actually supported by the Food and Agriculture Organization of the United Nations which believes that a communication policy is a means to consolidate the efforts and can also become an instrument for building solidarity among nations. The ASEAN needs a policy that would help in communicating the organization’s vision and the strategies that lead to the execution of its mission.

To ensure that the policy on communication and media will prosper, policy-makers must consider McConnell’s statement that “achieving policy success resides in good policy design, evaluating the ex-ante likely impact of proposed policies”. I share the belief of the International Conference on Public Policy (2013) that a policy will prosper if its design will be anchored from the policy goals. Thus, if ASEAN’s communication policy will be patterned from its goals and its feasibility and future practicability will be critically analyzed, the policy will certainly prosper. To increase the chance of its effectivity, the policy should also have “redresses of power imbalances, reduces inequalities and involves stakeholders” (Fisher, 1995; Taylor & Balloch, 2005).

In formulating the communication policy, the citizens of the ASEAN member-nations should also be encouraged to participate. Citizen participation as claimed by Cogan and Sharpe (1986, p. 284) leads to cooperation and increases the probability of the policy’s success. To arrive at a rational policy, the body must adopt Patton and Sawicki’s six-step policy analysis process: (1) communication and media problem definition; (2) identification of communication and media policy goals and objectives; (3) development of alternatives; (4) development of communication and media policy evaluation criteria; (5) identification of the "best" alternative; and (6) monitoring and evaluation of the outcome (Patton and Sawicki, 1986, p.26)

To sum it up, I think an ASEAN policy on communication and media will prosper if the citizens of the ASEAN nations will be involved in the policy-making and if their representatives will embark on a policy analysis process (implement a communication policy in line with ASEAN’s vision, objectives, mission and goals; and achieve the desired outcome of enhancing the ASEAN member-nations’ level of participation through communication). The ASEAN communication and media policy will most likely prosper if the goals will be attained and if the citizens’ support and engagement will be existent and highly evident.

References:

About ASEAN. Retrieved 30 March 2017 from http://asean.org/asean/about-asean/

Fischer F. (1995) Evaluating public policy. Chicago, IL: Nelson-Hall Publishers.

Food and Agriculture Organization of the United Nations (n.d.) Why do we need an Information and Communication Policy? Retrieved 30 March 2017 from http://www.fao.org/docrep/005/Y4338E/y4338e04.htm

International Conference on Public Policy (2013). Retrieved 30 March 2017 http://www.icpublicpolicy.org/Policy-Design-Principles-and

Loffelholz, M. & Arao, D. (2010). The ASEAN Guide: A Journalist’s Handbook to Regional Integration in Southeast Asia. Retrieved 30 March 2017 from  http://cb-asec-project.de/wp-content/uploads/2014/03/Asean_Guide_2011.pdf

McConnell, A. (2010). Policy Success, Policy Failure and Grey Areas In-Between. Retrieved 30 March 2017 from http://web.pdx.edu/~nwallace/PATF/McConnell.pdf

Planning Analysis: The Theory of Citizen Participation. Retrieved 30 March 2017 from http://pages.uoregon.edu/rgp/PPPM613/class10theory.htm.

Results of activities 2011-2013 – Media and Communication. Retrieved 27 March 2017 from http://cb-asec-project.de/cb-project/results-achieved-so-far/media-and-communication/results-of-activities-2011-2013/

Taylor D. and Balloch S. (ed.) (2005) The politics of evaluation: Participation and policy implementation.

Bristol: The Policy Press.

ASEAN policy on communication and media will prosper given the implementation of the ASEAN COMMUNICATION MASTER PLAN from 2014-2017. But how targets are accomplished have yet to be monitored, evaluated, reported and/or shared.  The master plan as envisioned provides the framework to communicate messages about the character, structure and overall vision of ASEAN and the ASEAN Community to key audiences including local communities of ASEAN Member States (AMS), women and children, youth, governments, businesses, Civil Society Organisations (CSOs), influencers, media and global audiences. It provides direction on a spectrum of communications activities across traditional media, electronic and social media, and inmarket events, to access stakeholders of all groups and ages and which can be implemented at the AMS level as well as ASEAN-wide.

The plan also covers mass media and new media operations. ASEAN currently has a presence on a number of social media platforms: Facebook, Twitter, YouTube, Flickr and Google+. All emerging media and content are currently integrated in the plan/s. Responding to the findings of Moore (2005) where there was huge gap on information policies on the member countries or economies more than a decade ago, the ACMP including the ASEAN ICT Master Plan (AIMP) serves as the common ground, policy standards, guides and models on how ASEAN will achieve its vision as a “Community of Opportunities” politically, culturally and  socio-economically towards a digitally-enabled, innovative, inclusive and integrated ASEAN Community. Perhaps, the more pressing question is no longer the pursuance of policy/ies that is/are currently in place, but more so: “How have member countries and/or the region as a whole implemented or translated the policies (ACMP and AIMP) into concrete actions in all levels (MACRO, MESO, MICRO) where they should be acted upon?”

More on:

ASEAN (2014). ASEAN Communication Master Plan. ASEAN: A Community of Opportunities. Retrieved from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN (2015). The ASEAN ICT Masterplan 2020. Retrieved from http://www.mptc.gov.kh/files/2016/03/499/1.pdf

Moore, N (2005). Information Policies in Asia: A Review of Information and Communication Policies in the Asian Region. UNESCO. Retrieved from http://unesdoc.unesco.org/images/0014/001459/145995e.pdf

When ASEAN was established on August 8, 1967, the ultimate goal was to “accelerate economic growth, and promote regional peace and stability in the region. This year marks its milestone as it reaches its 50th anniversary. For 5 decades, numerous efforts in terms of dialogue, agreements, policy-making, strategy and tactics formulation were taken to ensure the full and successful implementation of the ASEAN integration.

According to the ASEAN’s 2014 Communication Master Plan (ACMP), its vision is to have a community that is “politically cohesive, economically integrated, socially responsible, people-orientated, people-centred and rules based should be articulated and communicated to its stakeholders. ACMP then designed the message “ASEAN: A community of opportunities together with a detailed framework on how it will be implemented.  It was clear even then that ACMP is not grounded in a single moment of time. It is designed to be a living plan that supports the conception and implementation of policies over time.

Here in the Philippines, in a report made by Carla P. Gomez last March 21, 2017 Undersecretary Noel George Puyat of the Presidential Communications and Operations Office (PCOO) said  50 delegates, including senior representatives from the ministries in charge of information in the 10 ASEAN members states would monitor the progress of implementation of work programs and related activities, including the ASEAN Strategic Plan for Information and Media 2016 -2025, communication plans in support of the ASEAN Community, cooperation and dialog partners, and joint activities for the 50th Founding Anniversary of ASEAN.

Puyat’s reports which were based from surveys on ASEAN Community Building indicated that 81 percent of ASEAN citizens have heard of ASEAN, but only 24 percent have a basic understanding of what it is and its purpose for existence. Thus, there is an evident need to implement an appropriate communication and media policy to consciously spread awareness and educate the public about ASEAN.  

According to Puyat, the Palace communication official said the PCOO has been working on making every Filipino know and understand what it means to be part of the ASEAN, how it benefits them, and how they can participate in making positive change in the regional community. In addition to digital and traditional means of communication, PCOO has mobilized ASEAN roadshows, Surveys conducted after each session with the students have shown that more than 50 percent of them attained an increase in awareness.

Camille Elemia’s article in Rappler last February 2017 highlighted the views of Tang Siew Mun, head of the ASEAN Studies Center and senior fellow at the ISEAS-Yusof Ishak Institute in Singapore during the 2017 Reporting ASEAN media forum on Friday, February 17. According to Tang, “just like aging humans, ASEAN should conduct regular “check-ups” and “soul-searching” to determine its strengths, weaknesses, and what it ought to do next. ASEAN, after 50 years, should do soul-searching – where we have been, achievements, where we will go. One of its challenges is centrality,” Tang said in the forum.

Philippine ambassador to Thailand Mary Jo Bernardo-Aragon shared Tang’s view that despite the growth attained by the organization, ASEAN has to “reflect.” Raymond  Siva, CEO of Edelman Indonesia in his article expressed a similar opinion. According to Siva, a “one size fits all” approach simply will not be effective – ASEAN member states have very different characteristics. That there are inherent nuances involved considering that ASEAN consists of 10 countries with different economies, history language, culture, media literacy and landscape. He suggests the need for “flexibility”.

Having all those considered, I believe and I am fully convinced that Communication and Media Policy will continue to prosper as there are more task to be done and challenges to overcome. Faced with diversity and other complexities, it is imperative to understand the unique communication needs and the prevailing media landscape of each ASEAN country through policy formulation.

Such communication and media policy and all efforts surrounding it must be constantly evaluated and revised based on consultations and research to create a compelling narrative which communicates ASEAN as a distinctive and exciting growth. Because the need exists, communication and media policy will continue to prosper as the 10 member countries work together for the opportunities that lies ahead.

References:

ASEAN Communication Master Plan.  Retrieved from: http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Chua, E. ( 2014, March 7). ASEAN: What Communicators Need To Know. Cognito Media. Retrieved from http://www.cognitomedia.com/news/2014/03/07/asean-what-communicators-need-to-know

Elemia, C. (2017, February 18). ASEAN at 50: Golden Year or Mid-life Crisis? Rappler.com Retrieved from http://www.rappler.com/world/regions/asia-pacific/161816-asean-50-years-future-challenges

Gomez, C.P. ( 2017, March 21). Are Southeast Asians aware of what ASEAN is for? Inquirer.net. Retrieved from http://globalnation.inquirer.net/153695/southeast-asians-aware-asean

Siva, R. (2015, September 2). Communicating in ASEAN: The need for flexibility in a diverse region. Edelman.com. Retrieved from http://www.edelman.com/post/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

I believe that an ASEAN policy on communication and media will prosper if communication plans for every communication integration initiative are effectively executed. For example, as part of the ASEAN Communication Master Plan (ACMP) and with a main goal to promote greater awareness and knowledge of the ASEAN community building, one communication initiative on traditional mass media program is to develop ASEAN Spotlight TV programming for distribution throughout ASEAN with the following objectives:

a.    To widely share information more deeply about ASEAN through a regular

exchange of news/feature materials among Member States TV stations;

b.    To promote greater awareness and clearer understanding of ASEAN and its

Member States among ASEAN citizens through the regular broadcasting of ASEAN

news and feature programs on television;

c.    To enable Member States to produce a weekly television news/ feature segment or program on ASEAN through a regular exchange of news materials among Member States.

These objectives would prosper if throughout the project, the consultant team will coordinate and manage the TV

program and ensure that the consultative team delivers the required tasks specifically (“ASEAN Spotlight TV,” 2015):

a.Develop the project implementation guidelines for AMS’s TV Stations;

b. Provide advice and assistance in producing programs in 10 countries;

c. Identify key activities and themes that the TV programs shall cover;

d. Produce the opening and closing titles sequences and graphics;

e. Bring together and connecting content of programs of ten Member States in a concerted and synergized series of TV programs in 10 ASEAN countries;

f. Develop close partnership with the media in order to increase the quantity and

quality of coverage of ASEAN activities;

g. Prepare the Quarterly report and review;

h. Submit Final Report;

i. Present the project progress to ASEAN Senior Officials Meeting on Information

(SOMRI) through Sub-Committee on Information.

The ASEAN’s policy on the implementation of the use of English in Article 34 of the Charter which states that, ‘The working language of ASEAN shall be English’ language poses contradiction. Since the online communications initiative of ACMP is aimed that an improved web function for ASEAN that meets the needs of users, with relevant and robust content in English and local languages will be implemented to strengthen knowledge and awareness in local markets. It was mentioned that at a tactical level, communications programs need to penetrate the various audiences with integrated activities tailored to each audience which can be achieved by placing in local publications both in English and local language. This policy is also emphasized in the traditional mass media program and social media engagement program initiatives.

“Although Article 2 of the Charter lists, as one of its principles, ‘respect for the different languages of the peoples of ASEAN’ there is no mention of a regional language or language education policy through which this respect for the different languages might be realized” (Kirkpatrick 2012). Privileging of English as the sole official working language of ASEAN, along with the promotion in education of the respective national languages, means that the future of many of the more than a thousand languages spoken within ASEAN is likely to be under threat. Kirkpatrick (2012) clearly asserted the importance of local languages in a study on the ten countries of ASEAN that currently represent great linguistic diversity with more than a thousand languages from a range of different language families spoken throughout the region. However, “the desire for each of the ten nations to establish a national language - and the general overall success in doing this – together with the need to use English as a language of modernization and international communication, has seriously diminished interest in and the promotion of local languages which poses inconsistency in the implementation of the policy. This is addressed in the ASEAN Strategic Plan for Information and Media (2016-2025).

ASEAN Strategic Plan for Information and Media (2016-2025).

With media and information as critical forces that shape the core elements of promoting ASEAN awareness and building a sense of community, the ASEAN Socio-Cultural Community (ASCC) Blueprint was created to implement regional and national communication plans and the concerted production and broadcast of multi-media materials about ASEAN. Alongside the fast adaptation of new technologies, traditional and community-level media (community radio, newspapers) should not be overlooked as these are still predominantly used in rural areas. Moreover, the languages used in any information and media formats have to be continually adapted to the diversity of languages in the region to facilitate wider access to information with the following objectives:          

a.    support other community pillars and sectors with their communication needs;

b.    advocate the policies and initiatives implemented by ASEAN; and

c.    communicate with our peoples through different platforms to promulgate the benefits of ASEAN’s development.

The key strategies of the ASEAN Strategic Plan for Information and Media are as follows:

 1. Advancing cooperation and ASEAN-level agreements to provide regional mechanisms to promote access to information;

2. Encouraging the development of programs and dissemination of information on the benefits and opportunities offered by the ASEAN community and promote mutual respect, appreciation of diversity and a sense of belonging in this integrated region;

3. Harnessing the use of information and communication technologies across different groups as a means to connect with the regional and global community;

4. Engaging media professionals, research, business and other entities in collaborative development of ASEAN-relevant content.

With the comprehensive proposed actions listed, commitment to the objective, effective leadership and well-funded strategic plan, and full participation of ASEAN Member States and the ASEAN Dialogue Partners, there is no reason that the ASEAN Strategic Plan for Information and Media will not prosper.

References:

ASEAN Communication Master Plan (ACMP): ASEAN A Community of Opportunities. (2014). Retrieved from http://asean.org/storage/2014/11/ACMP.jpg.

ASEAN Strategic Plan for Information and Media 2016-2025. Retrieved from http://asean.org/storage/2016/09/14.-May-2016-ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf

ASEAN Spotlight TV. (2015). Retrieved from https://www.devex.com/funding/r?report=tender-164295&filter%5Bstatuses%5D%5B%5D=forecast&filter%5Bstatuses%5D%5B%5D=open

Kirkpatrick, A. (2012). English in ASEAN: implications for regional multilingualism. Griffith Research Online. Retrieved from https://research-repository.griffith.edu.au/bitstream/handle/10072/52188/85961_1.pdf?sequence=

I positively believe that an ASEAN policy on communication and media will be a success if certain factors are met.

Seeing the list of strategies in the ASEAN Communication Master Plan, it all boils down to information dissemination using all forms of media—television, radio, newspaper, online, and other platforms.

Development communication is a proper tool in identifying the appropriate means to communicate with the peoples of ASEAN. As underscored in the ASEAN ICT Masterplan, the main challenge that the region needs to address is the division among the people belonging in the ASEAN community. They have different cultures, religion, practices, language, and economic conditions. In order to bridge this gap, a massive information dissemination must be continuously done to make them aware of the benefits of one, united ASEAN region.

The benefits of a successful ASEAN integration can be reaped through free flow of trade among members of ASEAN, easier travel to ASEAN countries, faster channeling of assistance during disasters, among others.

It is through the effective execution of the ASEAN Communication Master Plan that we can fully reap these benefits offered by the ASEAN integration, and it must be started down to the bottom of the society. How? By educating the youth, women, elderly and other marginalized sectors in schools, forums, TV shows, or even social media. An informed society is a progressive community, and I think that is the main goal of ASEAN.

Source:

ASEAN Secretariat. (2014). ASEAN Communication Master Plan. Retrieved from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN. (2015). ASEAN ICT Masterplan 2015. Retrieved from file:///C:/Users/User/Downloads/ASEAN_ICT_Masterplan_2015%20(1).pdf

Chua (2014) posits that despite the diversity and the challenges companies should not be put off. He adds that ASEAN is an exciting and dynamic region which will increasingly play a greater role in the world economy over the next decade. As global firms continue to seek for more opportunities in emerging market and more Asian firms looking out of their own domestic markets, it is perhaps time to think about putting an ASEAN strategy into the communications mix to further differentiate from competitors (Chua, 2014).

Furthermore, the members of the ASEAN need to create a compelling narrative which communicates ASEAN as a distinctive and exciting growth market in its own right (Chua, 2014). In addition, companies also need to develop strong messaging about what they are trying to achieve in the region and importantly what they will do to benefit it (Chua, 2014). This means that the ASEAN policy on communication and media will prosper if the countries belong to the ASEAN will join forces to establish a very compelling narration that can make ASEAN as a distinctive and exciting growth market.

Reference:

Chua, E. (2014). ASEAN: What communicators need to know.Retrieved from http://www.cognitomedia.com/news/2014/03/07/asean-what-communicators-need-to-know

The Master Plan of the ASEAN Connectivity defines connectivity as “the physical, institutional and people-to-people linkages that comprise the foundational support and facilitative means to achieve economic, political security and socio-cultural pillars towards realizing the vision of an integrated ASEAN Community” (Master Plan on ASEAN Connectivity p.2) With this, the need for a regional information and communication policy should be pursued. Poolttlwong and Ramirez mentioned that the need for an ASEAN integration is to boost up the growth of each nation’s economy, develop a more flexible movement of goods, services, skilled labor, and capital as well as improve its trade practices in the region (Poolttlwong and Ramirez, 2016). In order to achieve such goals, communicating and exchanges/sharing of information is needed.

A regional policy for information and communication especially in the use of mass media and new media should be considered by the leaders of the member ASEAN nations. Without the policy, a clash of culture and misunderstanding may happen that may suppress achieving growth among the nations. ASEAN is a diverse region where member nations have different religions and historical backgrounds as well as practices. Working on such policy and exchanges of information may lead to a better understanding of each other. A regional communication policy may lead to what Kincaid believes in his convergence model where all communicators would arrive in a mutual understanding.

Quoting Raymond Siva on how the great potential of ASEAN is should recognize its differences and use it as a force in gaining growth and development.

     “ASEAN is indeed a region of huge potential for business, with fast growing economies and increasingly digitally savvy consumers, but it is critical to pay attention to the diverse regional variations and dynamics of the countries that make up this fast changing and fascinating region and implement regional strategies on a country-by-country basis for true ASEAN business success.” (Siva, 2015)

Here communication policy on the use of mass media and new media is needed so as to define the practices that ASEAN will be needing as they communicate with each other. This may also lead to understanding the diversity of each member nation on their use of communication. According to Siva access to information is freer were more people has access to communication technologies hence the creation of content and methods of communicating was redefined (Siva, 2015).

An anecdote that I want to share is that when I attended a conference on ASEAN Social Sciences held in Manila back in 2008, one researcher shared his study on how ASEAN nation members’ youth view ASEAN. It was surprising that the survey and interview he did showed that most youth in the ASEAN does not even know the meaning and purpose of ASEAN. This I believe ASEAN communication policy should be pursued.

According to Patena an effective communication can get support and commitment from people to the projects and initiatives of ASEAN (Patena, 2017). As diverse as ASEAN is, communication policy can strengthen their relationships and can share best practices whether in business and trade as well as preserving environment and culture. We need to understand each other so there is a need to communication a well defined policy can help each member to coordinate properly in dealing with trade and business as well. 

References:

Master Plan on ASEAN Connectivity. Retrieved from http://www.asean.org/wp-content/uploads/images/ASEAN_RTK_2014/4_Master_Plan_on_ASEAN_Connectivity.pdf

Siva, Raymond. Communicating in ASEAN: The Need for Flexibility in a Diverse Region. Retrieved from http://www.edelman.com/post/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

Poolttlwong, Anchalee and Byron Ramirez. ASEAN Economic Integration: Opportunities and Challenges that Lie Ahead. Retrieved from https://intpolicydigest.org/2016/01/06/asean-economic-integration-opportunities-and-challenges-that-lie-ahead/

Communication and Culture, Conflict and Cohesion by Dr. Alexander G. Flor, College of Development Communication, UP Los Baňos

Patena, Aerol. Effective Communication Helps Promote ASEAN Identity, Vision. Retrieved from https://www.asean2017.ph/effective-communication-helps-promote-asean-identity-vision/

• Overcounting and claiming market dominance ignoring active subscriptions is the major bottleneck of telecom companies.
• In ASEAN countries overcounting is heavily impacted by prepaid subscribers.
• Affordability to have more SIM cards and cheap phones makes it complex

http://dirp3.pids.gov.ph/websitecms/CDN/PUBLICATIONS/pidspn1607.pdf

Will an ASEAN policy on communication and media prosper?

In the late seventies, the move towards a New World Information and Communication Order was proposed by Third World countries and international agencies such as UNESCO. In the light of ASEAN Integration, would a regional information and communication policy that covers mass media and new media operations likewise be pursued?

The ASEAN Communication Master Plan (ACMP) is a regional information and communication policy that provides the framework to communicate messages about the character, structure and overall vision of ASEAN and the ASEAN Community to key audiences (ASEAN, 2014). The ACMP would prosper on two conditions.  First, the ACMP would need to take into consideration the diversity and uniqueness of each ASEAN Member State (AMS) and tailor fit the communication strategies to suit the needs and profile of each country. The ASEAN is made up of 10 countries and economies, which differ in history, language, culture, and economic development and the variances necessitate a multilayered strategies, integrating an ASEAN wide understanding into tailored local market engagement (Siva, 2015). Each AMS needs to account their complexities in their national communication plan in order for the ACMP to prosper. Second, the ACMP needs to have a robust evaluation and monitoring system on the execution of the national communication plan by each AMS. The current monitoring and evaluation system by ACMP delegates the assessment and monitoring of the ACMP programmes to each AMS. In my opinion, the ACMP should govern and monitor the implementation of the programmes by each AMS, since the major direction is also coming from them. Success may be perceived differently by each AMS, hence, ACMP also needs to clearly define the success measure of each program.

Would a regional information and communication policy that covers mass media and new media operations likewise be pursued?

Yes, the ACMP, which is regional information and communication policy that covers mass and new media operations should be pursued, because it provides a top-down and directive approach, which is needed in an integrated and diverse region like ASEAN. However, the ACMP should be further and rapidly improved in terms of mass media and new media operations, because online and mobile usage in ASEAN is expanding rapidly as well. According  to  We Are Social,  as  of   January  2017, Southeast  Asia’s  internet  usage  is  more  than  339  million users. This study also indicates that internet penetration is high in 7 out of 10 AMS with 82% in Singapore, 71% in Malaysia, 86% in Brunei Darussalam,  53%  in  Viet  Nam,  58%  in  Philippines,  67%  in  Thailand  and  51% in Indonesia. This trend continues to accelerate (We Are Social, 2017), and ACMP needs to be able to create a more cohesive and updated communication strategy using new media. Moreover, new trends like social video should also be incorporated in the ACMP. Cisco predicts that 82% of all consumer internet traffic will be video by 2020. Looking forward into 2017, social video advertising will be a key strategic focus for brands and 70% of marketers plan to use this in the next 12 months (We Are Social, 2017).

Unified communication policies can be pursued to achieve goals if all the various factors affecting the different countries can be considered, reviewed, and learned from  to address the problems and learn from each other, which eventually can benefit all in a synergistic fashion.

References:

ASEAN (2008).  ASEAN Community Blueprint.  Retrieved from www.asean.org

ASEAN (2011).  Masterplan on ASEAN Connectivity.  Retrieved from www.asean.org

ASEAN. (2014). ASEAN Communication Master Plan. Retrieved April 23, 2017, from ASEAN Web Site: http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN (2014). ASEAN Communication Master Plan. ASEAN: A Community of Opportunities. Retrieved from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN (2015). The ASEAN ICT Masterplan 2020. Retrieved from http://www.mptc.gov.kh/files/2016/03/499/1.pdf

Siva, R. (2015). Communicating in ASEAN: The Need for Flexibility in a Diverse Region. Retrieved April 23, 2017, from Edelman Web Site: http://www.edelman.com/post/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

We Are Social (2017). Digital in 2017: Global Overview. Retrieved April 23, 2017, from We Are Social Web Site: https://wearesocial.com/blog/2017/01/digital-in-2017-global-overview

UNESCO (1982).  A New World Information and Communication Order:  Towards a Wider and Better Balanced Flow of Information.  Retrieved from www.unesco.org

Vineles, P., (2017).  ASEAN Connectivity:  Challenge for an Integrated Asean Community.  Nanyang Technological University.

When we read about ASEAN integration, most of the time, it goes with the words inclusive, dynamic, resilient, diverse, and other desirable concepts. But we all know a change as big as this one cannot be that seamless.

“A politically cohesive, economically integrated, socially responsible” community but also “a truly people-orientated, people-centered and rules based” community – this was part of the Bandar Seri Begawan Declaration on the ASEAN Community’s Post-2015 Vision. Logically, communication and media policy is at the heart of this change because the context of the said development is the Information Society.

Imagine this – I am part of a neighborhood with ten different, dynamic households and each has its own unique house rules, brand and identity, values orientation, socio-economic status, cultural ancestry, and basically different DNA maps. However, each of us knows that our DNA may be closer than we believe it is. Hence, through proximity in terms of geographic locations, we find out that we share cultural commonalities after all. The greatest challenge is actually the gaps in economic levels.

And this is the story of the ten member nations of ASEAN - Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, Brunei, Lao PDR, Myanmar and Cambodia. In 2007, we agreed to come together under one vision – that of creating “a common market by 2015 that allows free flow of goods, services, investments, skilled labor and capital” (Chua, 2014). This way, our neighborhood will become more competitive, and someday, we can level the political, economic, and social development gaps.

The question is “Will an ASEAN policy on communication and media prosper?”

If we go back to the NWICO experience, we will be reminded that five decades ago, the debate over media representations of the developing world was raised in UNESCO. As a result, the MacBride Commission was tasked to create recommendations to make the global flow of media representation more balanced and equitable. According to Buchanan (2014), the NWICO movement died in the 1990s. However, she argues that the time now is ripe to “herald the arrival of a new world order in communication—one that is far from perfect, but does incorporate many of the demands of the original NWICO movement.”

Agreeing to this contention implies agreeing also to the idea than an ASEAN policy on communication and media will prosper.

The issues that were raised during the NWICO debate, that remain pressing issues now are poverty, lack of access, censorship, imbalance in the communication flow, violence against journalists, among others. However, what changed is that there is a new social order arising from the emergence of new media. In the book “Developing Societies in the Information Age: A Critical Perspective,” Flor (2009) argued that “information and communication resources are easily used to further the dominance system of relationships among Center nations and Periphery nations. This is based on Johan Galtung’s Structural Theory of Imperialism. Flor stated Galtung’s assertion that communication or media imperialism happens when the dominant nations provide, and therefore shape the news and the flow of information and communication, while the developing nations provide “events, passengers, and goods.” When it comes to the influence of US and Britain, it is easy to see this in action. Just by looking at the reach and influence of CNN, BBC, Fox News, which pervades our cable televisions, you get the idea.

Within our country, we can observe how the three major Manila-based television networks also dictate how media is presented to the people in the Center and then to the periphery areas. In the light of ASEAN integration, we should therefore be cautious because its vision clearly points to a “harmony of interest” among member states, yet the entire opposite can happen if strategic and inclusive communication policies are not set in place. According to Galtung, as explained by Flor, a state of disharmony of interest exists “when two entities are coupled in such a way that the gap in living conditions between them is increasing.” We know that among the member states, Singapore’s quality of life is vastly different from that in Cambodia. We know that in terms of Internet bandwidth for example, the Philippines lags behind Singapore. This may be what Flor describes as increasing gap between the information rich and the information poor countries. It is therefore misleading to say that Information society brings about leveling of the playing field.

Despite these cautions, ASEAN policy on communication and media will, and should prosper. Based on recent events like the success of the ‘Asian Tigers’ and China amidst the reign of the international superpowers, it can be contended that the laws governing globalization are fundamentally different from those of the earlier decades. Appadurai (as cited in Sparks, 2007) argued that “The new global cultural economy has to be understood as a complex, overlapping, disjunctive order, which cannot any longer be understood in terms of existing center-periphery models.” In fact, as early as 1992, Servaes predicted that newly politicized social subjects will establish their own small scale media outlets. Imagine social movement grassroots organizations spinning their own communication networks. And these are happening now.

 Let us put emphasis on the new global cultural economy. Communication and media workers belong to the cultural industry. With the emergence of new media and the Internet, we must take notice of the evolution of alternative media, of citizen journalism, of cultural initiatives coming from the civil society groups. Therefore, economic factors do not solely dictate the quality of life, as what happened before during the capitalist society.

Now that we are in the Information society, we have nothing to fear but ourselves. As member of the ASEAN Economic Community, for example, are we clear on the strengths we can and must capitalize on? Korea, for example, is quite clear on its intention of putting itself on the map by utilizing its culture, as evidenced by the KPop phenomena. It’s a funny feeling watching Americans imitating a Korean pop culture icon. It’s a good feeling as well because we know that in the Information society, multicultural interactions and exchanges can happen. It is now a matter of having a strong identity grounding so that as Filipinos, we know what we bring to the ASEAN community, and we know how our interests can be harmonious with the interests of our ASEAN neighbors.

I think the issue is no longer who are information rich or information poor. To maximize the benefits of the ASEAN integration, we ask ourselves, “Are we values-rich or values-poor?” Braid, as cited in Flor, mentioned a development model based on "Asian values of harmony, fusion through encounter and dialogue, complementarity, integration and emphasis on wisdom instead of knowledge..."

As Filipinos and as Asians, what do we bring to the table?

Overall, an ASEAN policy on communication and media will prosper because of the power of the civil society and the aliveness of the cultural sector, which is made up of cultural creatives. With the new media available, we take policy-making to the hand of the publics. We aspire for horizontal communication among member states so that the “periphery” nations can participate. As Flor asserted, “the government should adopt a proactive posture, instead of a reactive megapolicy on matters pertaining to ICT.” But ultimately, in the face of threats posed by oppressive communication and media policies, we adhere to our universal right to communicate, assemble, and act (within the bounds of the law, of course).

If ASEAN stands for integrated, cohesive economy and resilient, inclusive, people-oriented region, communication and media policies based on values and respectful of cultural diversity will prosper. The people are bound to act.

References:

Buchanan, C. (2014). Revisiting the UNESCO debate on a New World Information and Communication Order: Has the NWICO been achieved by other means? Retrieved from http://www.sciencedirect.com/science/article/pii/S0736585314000422.

Chua, E. (2014). ASEAN: What communicators need to know. Retrieved from http://www.cognitomedia.com/news/2014/03/07/asean-what-communicators-need-to-know.

Flor, A.G. (2009). Developing societies in the information age: A critical perspective. Diliman, Quezon City: UP Open University.

Servaes, J. (1992). In Communication for social change: Anthology, historical and contemporary readings. A.G. Dagron and T. Tufte (Eds.). Retrieved from https://books.google.com.ph/books?id=85WbPmx9QlcC&pg=PA767&lpg=PA767&dq=farewell+to+New+World+Information+and+Communication+Order&source=bl&ots=6DLMM7zVcN&sig=07T06AMsVm-tvyh9iEsSTyYmWIk&hl=en&sa=X&ved=0ahUKEwjctJLzkcjTAhUIWbwKHf4UD0oQ6AEIXjAM#v=onepage&q=farewell%20to%20New%20World%20Information%20and%20Communication%20Order&f=false.

Sparks, C. (2007). Globalization, development, and mass media. Thousand Oaks: Sage Publications.

Authentic ASEAN integration can only happen when there is increased authentic and inclusive media and communication policy that gives voice to everyone, including the minorities and vulnerable sectors. Authentic integration can only happen when member-countries accept and address the issue of cultural pluralism.

Cultural pluralism, as differentiated from multi-culturalism which in the past only intensified the polarization and cocooning among ethnic groups, is a concept that recognizes the existence of diversity in every country and that diasporas span the globe. (Karim, 2014)

As a global media policy, cultural pluralism makes way for the creation of common standards for the treatment of the minorities and vulnerable sectors in media content and the promotion of their participation in media structures. (Karim, 2014)

Media policies beyond national borders should include:

… all processes, formal and informal, where actors with different degrees of power and autonomy define and express their interests, produce relevant knowledge and cultural practices, and engage in political negotiation while trying to influence the outcome of decision-making in the domain of media and communication. (Raboy and Padovani 200, np, in Karim, 2014, p. 290)

Now, would a regional information and communication policy that covers mass media and new media networks be pursued? In order to achieve authentic ASEAN integration, the answer is definitely YES. Would an ASEAN policy on media and communication prosper?

The ASEAN environment, an “enabled socio-political environment”, can actually provide a perfect setting for the ideals of cultural pluralism to take place, especially the development of media, print, electronic or online, to respond to diversity. And this is where a carefully planned transnational communication policy supported by all country-members is needed.

Communication policy makers can look at transnational media policies such as the Arab Satellite Television Charter as well as the European Union’s Television without Frontier, both with transnational communication and media policies addressing socio-cultural and political diversity, and learn from their experiences.

For its communication and media policy framework, the ASEAN can adopt a network approach, a heuristic framework for theorizing and empirically investigating global communication governance (GCG) environments or networks in supranational settings characterized by plurality and multiplicity of agents, actors and stakeholders; plurality and diversity of cultures, complexity of interactions, plurality of political systems, and multiplicity of policy processes. (Padovani & Pavan (2014)

GCG is term coined by Padovani and Pavan to “indicate the multiplicity of networks of interdependent but operationally autonomous actors that are involved with different degrees of autonomy and power, in processes of formal or informal character, through which they pursue different goals, produce relevant knowledge and cultural practices, and engage in political negotiation while trying to influence the outcome of decision-making in the domain of media and communication in transnational context.” (p. 544) Network Approach specifically focuses on the transnational dynamics that govern communication systems.

In the case of the ASEAN community, I believe authentic integration is possible. But this may take a long time. Perhaps not even in my lifetime. Authentic integration can only happen when member-countries accept and address the issue of cultural pluralism.

References

Coyer, K. (2014). Community Media in a Globalized World. The Relevance and Resilience of Local Radio, pp. 166-179 in Mansell R. & Raboy, M. (eds). The Handbook of Global Media and Communication Policy. John Wiley & Sons.

Karim, K. (2014) Global Media Policy and Cultural Pluralism. In Mansell R. & Raboy, M. (eds). The Handbook of Global Media and Communication Policy. John Wiley & Sons.

Kraidy, M. (2014). The Emergent Supranational Arab Media Policy Sphere. In Mansell R. & Raboy, M. (eds). The Handbook of Global Media and Communication Policy. John Wiley & Sons. 

Manyozo, L. (2014). Rethinking Communication for Development Policy: Some Considerations. In Mansell R. & Raboy, M. (eds). The Handbook of Global Media and Communication Policy. John Wiley & Sons.

Padovani, C. & Pavan, E. (2014). Actors and Interactions in Global Communication Governance; the Heuristic Potential of Network Approach. In Mansell R. & Raboy, M. (eds). The Handbook of Global Media and Communication Policy. John Wiley & Sons.

The development of ASEAN Strategic Plan for Information and Media (2016-2025), a ten-year plan that will guide the development and cooperation of information and media sector in the region (ASEAN.org), is a milestone for ASEAN since it is a reflection that ASEAN now recognizes the critical role of information and media in shaping ASEAN awareness and in the promotion of ASEAN’s culture, heritage and history.

The four key strategies of the said Plan are as follows:

1. Advancing cooperation and ASEAN-level agreements to provide regional mechanisms to promote access to information;

2. Encouraging the development of programs and dissemination of information on the benefits and opportunities offered by the ASEAN community and promote mutual respect, appreciation of diversity and a sense of belonging in this integrated region;

3. Harnessing the use of information and communication technologies across different groups as a means to connect with the regional and global community; and,

4. Engaging media professionals, research, business and other entities in collaborative development of ASEAN-relevant content.

In line with the ASEAN Communication Masterplan, ASEAN now pursues the adoption of a coordinated media relations strategy across regional platforms of TV, radio, newspaper and magazine, and the strengthening of its social media presence to remain current and relevant to stakeholders.

During the 14th Senior Officials Meeting for Responsible Information (SOMRI) held in Cebu, Philippines in 2016, the ASEAN member states have agreed to expedite the development of communications and new media to provide better reach among the general public and on social media platforms, to raise the awareness and communicate the objective of ASEAN’s unification (NNT, 2016).

Like any other endeavor, these communication policies could prosper if ASEAN will be strongly committed to its successful implementation, proper monitoring and evaluation.

References:

ASEAN Communication Master Plan (2014). Retrieved from http://www.asean.org/storage/images/pdf/2014_upload/ACMP_Print_pdf_final.pdf

ASEAN Strategic Plan for Information and Media (2016-2025). Retrieved from http://asean.org/storage/2016/09/14.-May-2016-ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf

NNT. (2016, March 16). ASEAN agrees on Digital Media Cooperation Enhancement. Retrieved from http://www.pattayamail.com/thailandnews/asean-agrees-on-digital-media-cooperation-enhancement-56806

Is a policy needed to be emphasized or a responsibility of good reportage that matters? As we all know policy uphold the power of the one governing it to control its implementation within a particular system—as for the ASEAN, the nation members.

I believe, with or without underlying policy in ASEAN, good reportage should be considered. It is not only the sole responsibility of the media personnel themselves to be aware of their functions but also the role of ASEAN in guiding or reminding them of “good reportage”.

As an offshoot of this, in 2008, the Capacity Building for the ASEAN Secretariat Project was initiated to enhance the journalists’ understanding of the concept of economic and political integration in general and of its opportunities and challenges in Southeast Asia in particular. It is hoped that after this project, media will become aware of their roles that will help enrich or enhance their reportage as to the accomplishments and plans of ASEAN.

Media as a form of communication should be well-versed considering that not all can understand the economic and political language that are being used by the ASEAN members. As basic rule in communication, miscommunication should be avoided and message should be sent to be understood by laymen.

Among the communication activities facilitated in accordance to Capacity Building Project is the reproduction of PR Instruments for the ASEAN Secretariats. This ensures that the development of tailor-made public relation instruments will help both the organization and media in assisting public communication. Its production also aims to support in making the organization an aspiration for all its people.

On part of the journalists, a continuation of the project in 2009-2010 birthed various activities on conference coverage and a branding workshop for ASEAN. Alongside with this is the publication of ASEAN Guide: A Journalist’s Handbook for Regional Integration in Southeast Asia.

Understanding despite the diversity of culture, language, and system (both political and economical) is the challenge among nations including the members of Association of South East Asian Nation. In bridging this gap, open communication through media plays a significant role. This will not only strengthen the relationship of the leaders of nation members but also will help the public be aware of the foregoing plans and initiatives of the organization.

Hence, even the ASEAN policy on communication and media will not prosper, it is the responsibility of both parties—ASEAN and Media—to display good communication.

(NORBERTO M. NATANO, DCOMM PROGRAM)

Sources:

ASEC. (n.d). Media and communication. Retrieved from http://cb-asec-project.de/cb-project/results-achieved-so-far/media-and-commnication/

Siva, R. (2015). Communicating in ASEAN: The need for flexibility in a diverse nation. Retrieved from http://www.edelman.com/post/communicating-in-asean-the-need-for-flexibility-in-a-diverse-region/

ASEAN members are now moving towards an integrated [single market] digital economy with use of the Internet. This frames Information and Communications Technology (ICT) at the core of economic growth and development. Six strategic thrusts, namely: economic transformation; people empowerment and engagement; innovation; infrastructure development; human capital development; and bridging digital divide have primed the first ASEAN ICT Masterplan (2010-2015). “Teledensity” and “connectivity” brought by mobile devices, and information exchange platforms and activities (e.g., ASEAN CIO Forum, Digital Content Exchange, ASEAN Cyberkids Camp) have been significant in bridging the digital and information divide. However, high cost of market entry and competition are of the greatest challenges during the five year plan. Affordability and accessibility of computers and mobile devices have already improved with the advances in mobile connectivity making communication and trade networks more efficient (ASEAN, 2016, p. 7).

Regional integration and connectivity translated recently into community building which formed the ASEAN Political-Security Community (APSC), ASEAN Socio-Cultural Community (ASCC) and ASEAN Economic Community (AEC). On the other hand, establishing an integrated digital economy does not solely dependent on connectivity [based on hardware/devices, software/applications and networks] and development [in horizontal] of key sectors. In the new ICT Masterplan (2016-2020) [addressing the communication policy] the focus is economy-wide transformation including traditional sectors in the middle of digital transformation or their rejuvenation. “Connectivity” means connecting individuals and communities regardless of location, faster access to services, and better ways of business transactions. The vision of digital economy is knowledge-based requiring ASEAN members to have: modern [and affordable] infrastructure, technology, digital skill sets, information, applications and services to be digitally-enabled; secure online marketplace transactions and safe online communities; sustainable, environment-friendly technology (e.g., building Smart cities, efficient sensor networks and Internet of Things); transformative socio-economically (i.e. promoting social equality for access and engagement); innovative to support businesses; and inclusive and integrated to empower citizens and stakeholders. To meet them, strategic thrusts have been revised as follows: (1) Economic Development and Transformation; (2) People Integration and Empowerment through ICT; (3) Innovation; (4) ICT Infrastructure Development; (5) Human Capital Development; (6) ICT in the Single Market; (7) New Media and Content; (8) Information Security and Assurance (ASEAN, pp. 9-16).           

A number of factors in ASEAN integration are articulated within economic dimension. First, the challenges of enhancing macroeconomic and financial stability, supporting equitable and inclusive growth, promoting competitiveness and innovation, and protecting the environment need an ambitious plan. Second, a ‘policy mix’ needs to address reforms in domestic structures to increase GDP and in institutional to enhance efficiency [while retaining flexibility and pragmatism], and initiatives to deepen integration. Third, allocation of larger human and financial resources and more functional institutions are required. Developing financial markets, harnessing human capital, building seamless connectivity, and strengthening governance are nominated as strategies based on SWOT analysis (Capannelli, 2014, slide 3-14).

In particular, building seamless connectivity is constrained by weak business case for building out broadband, regulations inhibiting innovation in mobile financial services and e-commerce, low consumer awareness and trust hindering the uptake of digital services, no single digital market, and limited supply of local content due to a weak local digital ecosystem. Five measures in both demand-side and supply-side below are brought to policymakers as “policy imperatives” (Menon, et al., 2015, pp. 1-3).

1.       Pursue a broadband revolution - Increase broadband access by improving the business case for investing in digital infrastructure by, for example, hastening the release of digital dividend by 2017 across ASEAN and allocating at least 20MHz of that digital dividend spectrum for top operators; allocating spectrum more efficiently; adopting technology neutrality; and ensuring healthy operator economics (no more than four operators per country). Promote digital literacy and improve awareness of the benefits of a digital society.

2.       Accelerate innovation in mobile financial services, e-commerce, and connected cities - Allow for the creation of digital-only banks and aim to scale up existing mobile payment systems. Create a single digital payment platform first in-country, then across ASEAN. Establish clear and simple regulations around digital payments (e.g., cash-in/cash-out points, “Know Your Customer”, and Anti-Money Laundering), which are harmonized across ASEAN to facilitate cross-border trade and remittances. Build 35 smart cities by 2025 include tax incentives for machine-to-machine and Internet of Things technologies.

3.       Enhance trust and security in ASEAN’s digital economy - Create a national electronic ID (linked to a mobile number) in each country for delivery of appropriate government services and to ensure interoperability across ASEAN. Harmonize cybersecurity, data protection, e-signature, and privacy laws across ASEAN. Create a world-leading ASEAN-wide agency to fight cybercrimes similar to Joint Cybercrime Action Taskforce of Europol.

4.       Strengthen local digital economies - Ensure Internet-only (over-the-top or OTT) players follow the same rules as conventional telecom operators with respect to emergency calls, interoperability, and other areas with same service and same rules. Drive local economic contributions from international OTTs through fair tax regimes via respective diverted profit and consumption taxes and local employment.

5.       Foster digital innovation within ASEAN - Revamp K-12 and higher education systems to develop the skills required for the 21st century, while digitizing other sectors of the local economy. Ensure the digital ecosystem is ready to be an active enabler (e.g., 100 percent broad-band access in all schools and colleges in ASEAN by 2020). Nurture and protect local innovation by ensuring that they are digitally led (and thus ready for the 21st century) and get sufficient protection for intellectual property rights.

Will an ASEAN policy on communication and media prosper? To become a reality, the policies aforementioned rely on implementation. According to Menon, et al. (2015, p. 3), the first step is to create a Digital Economy Promotion Board to make recommendations on the digital economy, conduct market analysis, and establish and track metrics on ASEAN-wide digital progress. Potential for growth (GDP and markets) and development outweighs challenges (see attachment).

References:

Association of Southeast Asian Nations [ASEAN]. (2016). The ASEAN ICT Masterplan 2020. Pp. 1-37. Retrieved at https://www.trc.gov.kh/wp-content/uploads/2016/10/1.pdf.

Capannelli, G. (2014). ASEAN 2030: Toward a borderless economic community. Asian Development Bank Institute, Tokyo. Slides 1-40. Retrieved at http://www.iai.it/sites/default/files/asean-2030_141104-ppt.pdf; (Main Source) https://www.adb.org/publications/asean-2030-toward-borderless-economic-community.

Menon, N. et al. (2015). The ASEAN digital revolution. Pp. 1-41. Retrieved at https://www.atkearney.com/innovation/asean-innovation/asean-digital-revolution/full-report/-/asset_publisher/VHe1Q1yQRpCb/content/the-asean-digital-revolution/10192.

The AIM 2015 Completion Report have shown how did the AIM was able to contribute to the ASEAN integration. With the new AIM 2020, the organization needs to follow through and prop up all that they have done on the strategic thrusts of AIM 2015. As what can be found on the completion report, it is evident that the distinguishing comments on some of the satisfactory performance on some strategic thrust there’s a need on making a measurable, specific and ambitious goals.

The AIM 2015 was a success, it was a success of the region, but we should consider how successful it was on every member states. We have to look on the lower level as well. Hence, having that success as a whole or as a part of also means the participation of the whole and those on the lower levels. We can’t prosper on this is not all members are not participating. Each member should strictly implement and monitor these policies on their respective countries and not to hold any reservations.

Source:

http://www.cognitomedia.com/news/2014/03/07/asean-what-communicators-need-to-know

http://www.cognitomedia.com/news/2014/03/07/asean-what-communicators-need-to-know

http://www.asean.org/storage/images/2015/December/telmin/ASEAN%20ICT%20Completion%20Report.pdf

Considering the unique mix of peoples and communities among the ASEAN Member States (AMS), a regional information and communication policy that caters to their specific needs should be considered. With this in place, messages can be tailored to the specific requirements of each AMS and specific audience need, with translation to appropriate languages. Consideration is also given to the varying educational levels and occupational status of people (The ASEAN Secretariat, 2014). With it being established, a regional information and communication policy’s goal is to set standards in mass media and new media operations, supporting ASEAN’s vision, improving people’s lives and enabling the efficient and effective mass media and new media utilization.

 In light of the ASEAN integration, an information and communication policy planning at the regional level is important. Doing this will ensure the inclusion of all stakeholders to determine the real priorities that the policy process should include in order to truly enhance development, as well as the need to advocate strongly around their inclusion in policy formulation and implementation (APC, 2006).  This is also strongly supported by the ASEAN Communication Master Plan (ACMP)whereby it encourages the  development of local and regional AMS communication plans that support the overarching message of “ASEAN: A Community of Opportunities”.

 References:

Association for Progressive Communications (APC). Communication and Information Policy. Retrieved on April 30, 2017 from https://www.apc.org/en/projects/communications-and-information-policy-latin-americ

 The ASEAN Secretariat. 2014. ASEAN Communication Master Plan. ASEAN: A Community of Opportunities. Retrieved on April 30, 2017 from Retrieved online from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN has been considered as one of the major regional bodies in Asia and has concentrated its efforts on regional integration and building the ASEAN Community in 2015. It is necessary to raise the public awareness for ownership so that the regional integration can be a real success story. If anything, the media play a critical role in this process.

If the media activities are continuously aimed at enhancing the journalists‘ understanding of the concept of economic and political integration in general and of its opportunities and challenges in Southeast Asia in particular, the quality of reporting on ASEAN matters would also be enhanced and media coverage on ASEAN would also be increased and sustained.

Through implementation and utilization of powerful tools or organizations, a regional information and communication policy that covers mass media and new media operations can definitely be pursued.

GIZ can be one. GIZ offers customised solutions to complex challenges. They are an experienced service provider and assist the German Government in achieving its objectives in the field of international cooperation. They offer demand-driven, tailor-made and effective services for sustainable development. GIZ staff work in thematically diverse projects and programmes in widely different countries throughout the world.

ASEAN is made up of ten country-economies with different history, languages, culture, and levels of socio-economic development. According to Silva (2015), the “variances necessitate a multilayered strategies, integrating an ASEAN wide understanding into tailored local market engagement.” There is no single approach that can effectively address the various common concerns among the member economies.

 Because of the nuances of the ASEAN region, Siva (2015) suggests the importance of understanding the unique media landscape in the area, as well as the tools and audiences across ASEAN countries.

 Chongkittavorn (2013) has a similar belief, comparing that active participation of journalists and media workers in ASEAN could be a major deriving forcein attaining regional integration just like what happened in North America and Latin America.

The Capacity Building for the ASEAN (CB ASEC project) (2015) points out that raising public awareness on the ASEAN integration calls for the active use of the media which play a critical role. For this reason, the capability building component of the ASEAN Secretariat Project of Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) focused on media activities that aim to enhance media men’s understanding of the ASEAN economic and political integration, as well as the opportunities and challenges in the region. The project reports that the quality of reporting on ASEAN matters has been enhanced and media coverage on ASEAN has been increased.

Critical too to the implementation of the ASEAN Charter is active public communication. Thus the CB ASEC project (2015) developed public relations instruments and implemented several media and communication activities. The project likewise developed “The ASEAN Guide: A Journalist’s Handbook for Regional Integration in Southeast Asia.”

Though these efforts have been in place, Chongkittavorn (2013) observed that ASEAN leaders have yet to make serious efforts in supporting the media in its critical role in the region’s in promoting the ASEAN identity and awareness in community-building and integration efforts.

Siva (2015) likewise recommended that use of social and digital media in the region should be studied- which platforms work best and which are most effective for respective purposes. He cited the example of Indonesia where use of digital and social media are “extremely prevalent” with Jakarta named as “Twitter capital of the world” and Indonesia with the fourth biggest number of of users on Facebook and the fifth most number of Twitter users worldwide. In this environment, it can be seen that critical for communicating in the region are strong digital and social engagement.

The above examples show the critical role of mass media and new media in integrating the ASEAN region economically and politically.

The ASEAN Strategic Plan for Information and Media (2016-2025) is a confirmation that the region does pursue the development and implementation of a regional information and communication policy that covers mass media and new media operations. The plan itself is a milestone step in showing that the region gives priority to the setting of direction and harmonization of the information and media sector to help achieve the development goals of the region through communication.

References:

ASEAN Strategic Plan for Information and Media (2016-2025). Retrieved from http://asean.org/storage/2016/09/14.-May-2016-ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf

Capacity Building for the ASEAN . Available at: http://cb-asec-project.de/cb-project/results-achieved-so-far/media-and-communication/

Chongkittavorn, K. (2013). Available at: http://www.nationmultimedia.com/news/opinion/kavi/30205456

Siva, R. (2015). Communicating in ASEAN: The Need for Flexibility in a Diverse Region> Edelman Indonesia.

With ASEAN Integration also comes the ASEAN Communication Master Plan (ACMP), which has been undertaken since November 2014 to September 2017.  It will already be due in five months time.  Therefore, it can feed, at least, in principle, ideas and insights as regards a regional or ASEAN information and communication policy that covers traditional, mass, and new media. Essentially, it “provides the framework to communicate messages about the character, structure, and overall vision of ASEAN and the ASEAN community to key audiences” (ASEAN, 2014, p. 1).

I would like to list features of ACMP that imply the need for a center or an office or a collective body, representing all of the member states, that is tasked mainly to craft, implement, and evaluate communication policy for the rest of the region.

First is only the ASEAN Secretariat is responsible for the communication function in ten member states.  With this setup, the likelihood to neglect and compromise the communication component is high.  This jeopardizes or impedes the efficient implementation of ACMP.  I deem the need of an ASEAN communication center in each member state, which is overseen and coordinated by a regional center that is under the close supervision of the ASEAN Secretariat.  SEAMEO and SEARCA in the areas of education and agriculture, respectively, are valuable models.  We need one that fends for information and communication. Another option is to commission or tap independent agencies that engage in media policy, research, and development like that of the Asian Institute of Journalism (AIJ) in the Philippines and its counterparts in the region that will constitute a consortium.     

Secondly, ACMP basically functions to promote the “advantages, benefits, and relevance” of ASEAN Integration through 15 initiatives.  This is embodied in the tagline “ASEAN: A Community of Opportunities.”  Hence, ACMP assumes event management function and not necessarily an agency that engages in policy making and planning.  These seem to be a prelude to the 50th Anniversary of ASEAN in August 8, 2017.  While the initiatives largely involve all types of media, there is no single reference to policy on its utilization.  I reiterate the need of a regional center.  It will not only monitor and harmonize but also oversee and scaffold the operationalization, contextualization, or localization of ASEAN Integration not only in the member states but among their culturally diverse populations or local communities.   

Thirdly, in line with traditional or indigenous media and in consideration of the highly multilingual profile of people in the region, the communication plan puts a high premium on local languages, which are necessary in effectively communicating the existence and essence of ASEAN Integration.  These languages do not only include the national languages of the 10 member states but the diversity of local languages in each.  Hence, the center must also consider the implications of each member state’s language policy into what will eventually be the ASEAN information and communication policy and also in crafting messages or content.

Fourthly, the use of mass media, for instance, journalism practice, varies across the region.  The diverse forms of governments of the member states rationalize the varied policies on human rights, national security, information ethics, etc.  Some are democratic; others are authoritarian.  I am not saying that there ought to be a universal policy applicable in the region, but a set of guidelines on the utilization of mass media that is representative of the aspirations and the threats of ASEAN Integration.  After all, the region has been a hub of international news agency correspondents. There may be a need to work more closely with them, as a matter of policy, as they are positioned to report and represent ASEAN Integration to the rest of the world.  

Lastly, with new or social media as international or regional platforms, an agency that upholds “people-centered, inclusive, and development-oriented information society” is necessary.  It will oversee the realization of “ideal values and outcomes of a public service social network: interoperability, privacy, transparency, autonomy, participatory design, cultural and linguistic diversity, support for oral cultures and non-technical population, open access and the commons” (Bodle, 2010, p. 9).

The ultimate outcome of the body will be no less than the policies.

REFERENCES:

Association of South East Asian Nations. (2014). ASEAN Communication Master Plan. Retrieved

from asean.org/?state_post=asean-communication-master-plan-asean-as-community-of opportunities on 10 May 2017.

Bodle, R. (2010). Assessing social network sites as international platforms.  The Journal of

International Communication 16, 2, pp. 9-24. 

Hi Dr. Flor,

In light of ASEAN integration, I believe that ASEAN policies on media and communication will prosper and will continue to develop. Communication plays a vital role towards achieving ASEAN goals and development, and we can utilize the different forms of new media in disseminating to the public the programs and goals of our ASEAN leaders.

New media are now setting the trend in today's society and this is why we should pursue in developing ASEAN policies on media and communication. We should work on developing a regional standpoint in improving the media environment. We should start protecting our journalist and responsible citizens with their freedom of expression, and advocates of truthful information.

And with us, as responsible members of the society we should always practice critical thinking and utilize social media that can promote harmony and developments towards success. We should not spread fake news that can damage the reputation of quality journalism. We should always do some research and analysis before we believe what we see in the social media.

ASEAN policies on media and communication can bring forth quality journalism and information empowerment to our society.

Reference:

http://www.dw.com/en/southeast-asia-an-action-plan-to-improve-the-media-environment/a-36032113

Very interesting question Sir Sandy. With the ASEAN integration, it is highly imperative that there should be a regional communications policy. Although the issue is a hotly contested topic, having an INTEGRATED policy will diminish the vertical stream of communication usually imposed by developed countries. This however needs the cooperation and shared responsibility among member nations of ASEAN in order to foster DIVERSITY as well as to protect each nations’ individual identities.

The paradoxes emerging from development scholars postulates the one way flow of information resulting to stronger bureaucratic control of information from the elites(developed) countries while the developing countries became simply recipients of what media has fed unto them. This is quite detrimental in a way that people in developing countries will eventually become acculturated to external culture threatening their own—a reflection of political and economic supremacy. We cannot discount the power of agents(communicators, media, countries) of course. In fact, its everywhere. In the case of ASEAN, who are the dominant nations, economically and politically?

The rise of media conglomerates has already dominated the market. Such monopolistic practices could hinder affairs of the nations. Consequently, such flow of information carried over by media giants easily assimilates to the cultural norms of minorities. Although, much effort has been accorded by UNESCO in particular, along with national organizations for the protection of each country’s cultural identity, still, the influx of information came as a surge in an unprecedented scale no one has ever predicted before. Its fluidity has prompted development specialists to hasten policies. Given the fact that most of these information are dominantly fed by the media conglomerates outside, voices within the developing countries are left unnoticed and worst, are muted.

The RECIPROCITY between ASEAN nations could be an ideal framework for its regional communication policy. Policies should be enacted in terms of content and structure of media organization to help mitigate some flaws in the information flow(Macbride, 1980). Keeping this balance is salient in fostering a democratized information society.

Reference:

Macbride, S.(1980). Many Voices, One World. UNESCO

There is a substantial list of opportunities associated with AEC integration. It can turn ASEAN into a more competitive region within the world economy leading to improved living standards of the ASEAN population by reducing poverty through economic development. Economic integration could potentially produce opportunities to ASEAN countries; however, it could also generate challenges, namely higher costs related to implementing economic integration across such economically and culturally diverse countries. While a rosy picture is often painted regarding ASEAN’s economy, a closer look shows deficiencies in development. Inequality is as much of an issue in the region. There is an obvious gap between the richest members of ASEAN and the developing nations, but the gap is closing rapidly as the latter continue to experience high rates of growth. In order for ASEAN to become more globally competitive in a wide range of sectors and industries, it must invest in institutions, infrastructure, education, on the-job-training, and in allowing women to participate more in the regional economy. Reflecting on the current state of each member nation, are all ASEAN members really ready to have a regional information and communication policy covering mass media and new media operations?

Ultimately, we need to recollect the Treaty of Amity and Cooperation (TAC) signed at the First ASEAN Summit in 1976, declaring the fundamental guiding principles of mutual respect for the independence, sovereignty, equality, territorial integrity, and national identity of all nations; the right of every State to lead its national existence free from external interference, subversion, or coercion; and non-interference in the internal affairs of one another. The Strategic Plan for Information and Media (2016 – 2025) is a 10-year plan that will guide the development and cooperation of information and media sector in our region towards supporting other community pillars and sectors with their communication needs; advocating the policies and initiatives implemented by ASEAN; and communicating with our peoples through different platforms to promulgate the benefits of ASEAN’s development. The key strategies of the ASEAN Strategic Plan for Information and Media include Encouraging the development of programs and dissemination of information on the benefits and opportunities offered by the ASEAN community and promote mutual respect, appreciation of diversity and a sense of belonging in this integrated region; Harnessing the use of information and communication technologies across different groups as a means to connect with the regional and global community; and Engage media professionals, research, business and other entities in collaborative development of ASEAN-relevant content. Outcome of this preliminary initiative should be able to shed some light on the potential of pursuing a regional information and communication policy.

Sources:

http://asean.org/storage/2016/09/14.-May-2016-ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf

https://intpolicydigest.org/2016/01/06/asean-economic-integration-opportunities-and-challenges-that-lie-ahead/

http://www.nti.org/learn/treaties-and-regimes/association-southeast-asian-nations-asean/

https://thediplomat.com/2017/09/what-is-the-future-of-integration-and-inequality-in-asean/

Will an ASEAN policy on communication and media prosper?

In the late seventies, the move towards a New World Information and Communication Order was proposed by Third World countries and international agencies such as UNESCO. In the light of ASEAN Integration, would a regional information and communication policy that covers mass media and new media operations likewise be pursued?

Buchanan (2015) reminisces that at the United Nations Educational, Scientific and Cultural Organization (UNESCO) in the 1970s and 1980s, the defining debate concerned the New World Information and Communication Order, otherwise known as NWICO, where a group of representatives from 55 developing nations, known as the Non-Aligned Movement, called for major changes in communications media, and the way they were produced and distributed. Buchanan (2015) posits that labeling the existing order both ‘‘neo-colonial’’ and characterized by ‘‘cultural imperialism,’’ the reformers pointed out that control over media technologies, including the capacity to produce cultural products ranging from movies to music to news, was almost entirely in the hands of corporations based in the world’s most affluent nations. The NWICO, it was hoped, would reverse, or at least balance, the one-way flow of information that ran, in those days, from North to South, and change the dynamic of news media that largely ignored the less affluent world, apart from its disasters, famines and wars (Carlsson, 2003; Dakroury, 2009).

Buchanan (2015) observes that the dream of a New World Information and Communication Order reached its fullest expression in the report of the MacBride Commission (1980), which put forward 82 recommendations designed to bring about a transformation in the world’s communication patterns, flows and infrastructure, to benefit the developing world and the ‘‘free flow of information.’’ Regrettably, most of those recommendations were not carried out (Carlsson, 2003; Dakroury, 2009). However, despite the perceived failure of the NWICO movement, some important changes have happened over the decades notably, people mostly in the Global South have become less reliant on big media as small, mobile media has became widely available, even to those in less developed countries (Castells, 2012; World Bank, 2013). These new devices are constantly delivering a power that ordinary citizens had never before possessed, not just to receive mass media messages, but also to send them to a wide audience.

Buchanan (2015) notes that at present, even in the most repressive regimes, social media users are working to get the news out, as they did following the Iranian election of 2009, when voters were convinced the results had been rigged (Farivar, 2011); in Egypt in 2011, when Facebook and Twitter mobilized millions in Tahrir Square to call for the overthrow of Hosni Mubarak, and international media picked up and amplified their tweets and blog posts during the revolution (Castells, 2012;); in China, where activists use Weibo—a microblogging service like Twitter—to spread news and messages, removing their posts quickly to avoid the censors (Xu, 2011); in Egypt in 2013, when a second series of massive demonstrations demanded the ouster of President Mohammed Morsi (El Rashidi, 2013). Ergo, this ability to send information to the broader public, in addition to receiving it, is a fundamental attribute of the ‘‘Right to Communicate’’, first enunciated by French aristocrat Jean d’Arcy in 1969 (Dakroury, 2009), and asserted in the MacBride Commission’s report.

Buchanan (2015) notes that the Right to Communicate has been extended through access to the internet and mobile cellular phones, allowing those who possess these technological innovations to seek information and to receive information as well. Equally significant is the fact that millions are now able to impart information, often to a mass public, including many whose governments practice censorship (Xu, 2011). Citizen journalism is now the new concept, adding to that of the Global Citizen, who are now able to express themselves social media mediums such as blogs, tweets, Facebook posts, websites, videos, and podcasts. Some have started online newspapers to serve their communities—whether they be geographic communities or groups bound by common interests (Schaffer, 2010). In traditional media, the one-way flow of information that existed from North to South, rich nations to poor ones, is getting balanced, at least in part, by new media and cultural products flowing to and from nations once stymied by problems of production, technology, and distribution.

Thussu (2015) indeed notes that new digital media technologies could be deployed to promote sustainable development and democratize communication, a key aspect of the MacBride Report. A possible synergy of cyberspace with efforts toward sustainable development is also a field to which emerging nations could contribute significantly (Thussu, 2015).

Buchanan (2015) nonetheless notes that as much as these developments represent considerable progress, the fact remains that in most regions of the world, the basis of expanded rights to seek and receive information was available to less than one-third of the population (International Telecommunication Union, 2013a,b; World Bank, 2013). For instance, in the poorest global regions of sub-Saharan Africa and South Asia, fewer than 10% had internet access at home, and not many more had access elsewhere. On the bright side, 85.5 of every 100 people in the world had a mobile cellular phone in 2011, up from 33.9 per 100 in 2005, which represents a vast improvement (World Bank, 2013).

Buchanan (2015) posits that the right to impart information is nonetheless dependent, not just on technology and a level of affluence that allows people access to it, but also on governments that grant their citizens a Right to Communicate freely, without censorship. This is far from the case in much of the world today. Many people are still excluded from full participation in the digital age, due to technological limitations, censorship, or poverty, while even those who have full access are often misled by propaganda or distracted by ‘‘infotainment’’ produced by commercial media whose profits are tied to consumerism (McChesney, 2013; Postman, 1985). So while it might be possible to say that a New World Information and Communication Order has been achieved, at least in part, the question remains: Are ordinary citizens likely to be well served by the media in this ‘‘brave new world’’? Thussu (2015) is of the opinion that despite the still formidable power of US-led western media, globalization and digitization of communication has contributed to a multi-layered and more complex global media scene, demonstrating the “rise of the rest”. In this regard, how will regional information and communication policy that covers mass media and new media operations tend towards efforts geared towards ASEAN Integration?

The ASEAN Communication Plan

The ASEAN Socio-Cultural Community (ASCC) Blueprint 2015 guided the ASEAN Community’s strategies and programs that are people-oriented, environmentally friendly, and promoted sustainable development (ASEAN Secretariat, 2016). Building an ASEAN identity was one of the core elements of the ASCC Blueprint that, among others, seeks to promote ASEAN awareness and a sense of community (ASEAN Secretariat, 2016). Information and media are acknowledged as critical forces that will shape ASEAN awareness and community-building through action points as the implementation of regional and national communication plans and the concerted production and broadcast of multi-media materials about ASEAN. Ergo, the media throughout the region are tasked to engage in promoting ASEAN’s culture, heritage, and history. ASEAN Strategic Plan for Information and Media 2016-2025 takes into stride the role of media and new media in promoting its Mission and Vision. In part, the plan envisages the following key strategies as outlined in its Blueprint (ASEAN Secretariat, 2016, p. 3)

3.1 Advancing cooperation and ASEAN-level agreements to provide regional mechanisms to promote access to information;

3.2 Encouraging the development of programs and dissemination of information on the benefits and opportunities offered by the ASEAN community and promote mutual respect, appreciation of diversity and a sense of belonging in this integrated region;

3.3 Harnessing the use of information and communication technologies across different groups as a means to connect with the regional and global community; and,

3.4 Engaging media professionals, research, business and other entities in collaborative development of ASEAN-relevant content.

1. Strategy 1: Advancing cooperation and ASEAN level agreements to provide regional mechanisms to promote access to information

2. Strategy 2: Encouraging the development of programs and dissemination of information on the benefits and opportunities offered by the ASEAN community and promote mutual respect, appreciation of diversity and a sense of belonging in this integrated region.

3. Strategy 3: Harnessing the use of information and communication technologies across different groups as a means to connect with the regional and global community

4. Strategy 4: Engaging media professionals, research, business and other entities in collaborative development of ASEAN-relevant content

These lofty goals and strategies however can be restricted if these are deemed inimical to a sovereign member country’s political ideology and against enabling truly democratic citizen participation. A report by the Southeast Asian Press Alliance (2015) notes that most countries in the region, with a few exceptions, largely stayed put with regards to the state of press freedom and freedom of expression, with the same prevailing issues of media restriction, control and violence in varying degrees in each country. The exceptions to this trend are not positive developments, with three countries experiencing serious setbacks in media freedom and freedom of expression notably Thailand and Myanmar. The region is moving toward increasing regulations and restrictions as new rules are imposed to restrict freedom of expression in general and media reporting in particular notably in Timor Leste and Myanmar. Elsewhere in the region, particularly those where mainstream media is under government control like Laos, Malaysia, Singapore and Vietnam, key developments have shifted away from the press.

Not finding space in the mainstream media, political expression and public discourse has moved online, and governments have been searching for ways to attain similar control in the remaining open spaces (Southeast Asian Press Alliance, 2015). Coca (2018) on his part writes that the number of blocked sites, as documented by independent internet monitors, is on the rise in nearly every Southeast Asian nation, part of a wider downturn in freedom of information across the region. Censorship is on the rise and internet freedom is declining in Southeast Asia (Coca, 2018).

The ASEAN agenda is after all a State-led endeavor, and any related program emanating from this Agenda, including the ASEAN Strategic Plan for Information and Media 2016-2025 will be State-centric. Given divergent political ideologies of individual member countries, efforts to create a 5th Theory of the Press (Flor, 2007) can be curtailed.

ASEAN member countries’ communication systems are characterized as either Authoritarian or Libertarian ala Siebert et al’s (1981) typology of the Press. As such, the ASEAN agenda and its related programs can be deemed as propagating member country propaganda, something that is not in tandem with the principles of the 5th Theory of the Press that advocates incorporating the autonomy of individual journalistic practices into political and social structural factors, the interaction of which may accurately represent press practices in the new international order that aligns with a democratic-liberal system in which dissent and free speech are values supported by both the political system and the individual journalists within that system, one that cannot be clearly revealed using a state-policy media model alone (Ostini & Fung, 2002).

Efforts to mitigate such divisive issues must be pursued if the overall goal of enabling the ethos of the Right to Communicate. Trends indicate that bloggers and netizens are writing, commenting and criticising governments in Laos, Singapore and Vietnam on an unprecedented scale. Even the quiet act of reading, at times requiring proxies to access blocked online information, brings hope that change is happening, maybe slowly but for certain (Southeast Asian Press Alliance, 2015). Coca (2018) however cautions that the worse-case scenario is that growing ability of the state to capture and control the internet will limit the ability of the opposition, the media, and activists across the region, entrenching existing ruling parties and entities like the military. This could have the side effects of increasing corruption, further delegitimizing minority groups, and exacerbating inequality, and in turn, the principle of Communication Development. That as it looks, 2018 will resemble 2017 in many ways – more censorship, more pro-government commentators, and more fake news spreading through social networks – a sad turn of events for a region many hoped could be a leader in the 21st century (Coca, 2018).

References

ASEAN Secretariat (2016). ASEAN Strategic Plan for Information and Media 2016-2025. Jakarta: ASEAN Secretariat.

Buchanan, Carrie (2015). Revisiting the UNESCO debate on a New World Information and Communication Order: Has the NWICO been achieved by other means? Telematics and Informatics 32 (1), pp. 391–399.

Carlsson, U. (2003). The rise and fall of NWICO. Goteborg, Sweden: NORDICOM (Nordic Information Centre for Media and Communication Research) Orig.

pub. In: Malmelin, N. (Ed.), Välittämisen Tiede: Viestinnän Näkökulmia Yhteiskuntaan, Kulttuuriin ja Kansalaisuuteen [Imparting Science. Communication Perspectives on Society, Culture and Citizenship]. University of Helsinki, Helsinki, pp. 50–78.

Castells, M. (2012). Networks of Outrage and Hope. Polity Press, Cambridge, UK.

Coca, Nithin (2018). The Rapid Rise of Censorship in Southeast Asia. The Diplomat. January 19, 2018. Retrieved from

https://thediplomat.com/2018/01/the-rapid-rise-of-censorship-in-southeast-asia/

Dakroury, A. (2009). The baron of the right to communicate: Jean d’Arcy (1913–1983). In: Dakroury, A., Eid, M., Kamalipour, Y.R. (Eds.), The Right to Communicate: Historical Hopes, Global Debates, and Future Premises. Kendall Hunt, Dubuque, IA, pp. 21–42.

El Rashidi, Y. (2013). Egypt: the misunderstood agony. N. Y. Rev. Books LX, 36–39.

Farivar, C. (2011). The Internet of Elsewhere: The Emergent Effects of a Wired World. Rutgers University Press, New Brunswick, NJ.

Flor, Alexander G. (2007). Development Communication Praxis, Los Banos, Laguna: University of the Philippines Open University.

MacBride Commission (1980). Many Voices, One World. United Nations Educational, Scientific and Cultural Organization, Paris.

Ostini, Jennifer & Fung, Anthony Y. H. (2002). Beyond the Four Theories of the Press: A New Model of National Media Systems, Mass Communication & Society 5(1), 41–56.

Schaffer, J. (2010). New voices, what works: Lessons from funding five years of community news startups. Washington, DC: J-Lab The Institute for Interactive Journalism, Knight Foundation and American University School of Communication.

Siebert, Fred S., Theodore Peterson, and Wilbur Schramm (1981). Four Theories of the Press. Champaign: Board of Trustees of the University of Illinois, 1981. 9-37, 39-71.

Southeast Asian Press Alliance (2015). Laws suppressing media freedom in Southeast Asia. Southeast Asian Press Alliance, May 5, 2015. Retrieved from https://www.ifex.org/asia_pacific/2015/05/05/press_freedom_wpfd/

World Bank (2013). The Little Data Book on Information and Communication Technology 2013. Washington, DC: World Bank and International Telecommunication Union.

Xu, L. (2011). The power of social network in China: how does microblog influence the way of expression. In: Association of Educators in Journalism and Mass Communication Annual Conference, August 2011, St. Louis, MO.

A regional policy on communication and media will prosper if...

ASEAN as a diverse community

The Association of Southeast Asian Nations (ASEAN) is a regional community. Each member-nation has its own distinct characteristics defined and developed by history, geography and most importantly, culture. Although there are points of convergence (similarities), differences among nations cannot be denied. These speak of each state's distinction --- not differentiation --- that comes from norms and values that affect its socio-economic-political-religious realities. Thus, diversity is a crucial factor in any forms of agreement or policy that this robust and promising group of 10 nations has entered into or will engage in.

A policy on communication and media will prosper --- succeed --- if this diversity has been addressed in the policy-making, policy-planning and policy-implementation process.

Yes, Virginia, it will succeed.

The could-be policy purpose  

Asked myself, "What could be the purposes of this policy?" I can only think of two answers. One is to propagate ASEAN: A Community of Opportunities as discussed in ASEAN Communication Master Plan. The other one is to share information that is beneficial to the socio-economic integration of members.

Communicative nuances

To achieve these, policy makers must understand the unique, traditional forms of communication of member-nations. Aside from that, they should also consider how media industry is run from nation to another. Philippine media is considered the freest, while Singapore and Malaysia are controlled by the government. Indonesian media has shown its "liveliest" in the past years.     

These "nuances" should also be considered in that policy. Policy makers should be culturally-sensitive in crafting a communication and media policy. You know, these member-nations may agree on certain universals, but they will see the communication world or media world differently using their culture as lens.

From individualism to collectivism

Therefore, an ASEAN policy on communication and media should also be made and based on individualism --- and collectivism.

Individualism is positioned as an outsider's understanding of the media and communication context of another person or nation. While collectivism is respecting one's uniqueness and finding common ground or commonalities. 

These abstractions are based on Fred Jandt's definitions like "in individualist cultures... when meeting a new person, you want to know what the person does. You tend to define people by what they have done... where they live," and "Collectivist cultures stress interdependent activities and suppressing individual aims for the group's welfare."

A policy of multiple voices

I think that in everything we do, we bring our culture to the table. This is apparent in every discourse --- talk or text --- that we engage ourselves in. Thus, an ASEAN policy on communication and media will prosper or succeed if every voice in that "discursive" activity is included. No voice is above all, no voices are dominant. No voice is marginalized. Every voice or every nation is represented. No "othering" is being practiced.

If this is a regional treaty, then equity of ideas is present.

An international communication context

The policy should not only be done in the name of intercultural communication, but also in the international communication context.

Jandt says on the latter as "the study of the flow of mediated communication between and among countries" and "the study of comparative mass communication systems and to the study of communication between national governments."

Lee's ideas on communication policies

Since ASEAN policy on communication and media, I think, is essentially a communication policy, it will prosper if it carries ideas discussed by John A.R. Lee in his paper. The policy should have identified the scope of specific communication systems, the manageable elements of communication systems (material and human), the principles and norms and participation in the communication formulation. All these aspects are vital. However, I put more emphasis on participation or who are the specific stakeholders that will be involved in the implementation of the policy. Their roles should also be formulated well and identified clearly. Since ASEAN is a regional community, it is not enough that member-nations participate in the policy-making process and express willingness to cooperate and collaborate. It is a must to know the government agencies and private sectors that will take part in this policy, national level-wise. There must be a mechanism, regional level-wise, that monitors policy implementation.

Given the reputation of ASEAN as an institution, a communication and media policy will prosper.  

References

ASEAN Communication Plan. Accessed from http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Jandt, Fred (2010). An Introduction to Intercultural Communication, Identities in a Global Community (Sixth Edition). SAGE Publications, Inc., USA. 

Lee, John A.R. Towards Realistic Communication Polices: Recent trends and ideas compiled and analysed. Accessed from  http://unesdoc.unesco.org/images/0001/000165/016578eo.pdf

ASEAN is about integration- of coming up with “one vision, one identity and one community” of its members states, to wit, Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam.

Essential to integration, is an information and communication policy. Communication systems plays an important role in systematizing the exchange of information and knowledge between and among member states. Improvement and growth demands communication. As I understand, system growth is what drives the states in South East Asia to integrate. In the digital age, it is noted that information and knowledge becomes an important resource for facilitating economic growth, socio-cultural understanding and political security. Undeniably any organizational environment has communication dimension. Hence, drafting of policy on communication and media can become a jump point for creating communication structures that will serve as basis for decision making in matters related to how communication can best contribute to development and growth. With policies comes consistencies and hence peaceful relations.

With these, communication and information policy will prosper as it is needed however is dependent on following factors:

a) joint action among those involved in the social, economic, scientific, educational and foreign affairs of each country.

b) constant contact and consultation with stakeholders whose direct participation in the formulation and implementation are important

a) embodies respect for the nature of communication itself and the social need to communicate

b) recognizes diversity of culture and the personal identity of each member state

References:

Lee, John A. R. Towards Realistic Communication Policies: Recent Trends and Ideas Compiled and Analysed. Unesco, 1978.

“ASEAN | ONE VISION ONE IDENTITY ONE COMMUNITY.” ASEAN | ONE VISION ONE IDENTITY ONE COMMUNITY, asean.org/

ASEAN Policy for Communication & Media

Any communication and media policy for an organization will prosper depending on the promulgated purposes and enduring values . With policy as a science, it is supposed to be anticipatory of future problems and predictive to a certain extent of a realm of probabilities during the trajectory and actual roll out of action plans. Geared towards an empowering and transformational ICT and creating an inclusive, vibrant and integrated ASEAN, what can be unreachable by a strong community whose goals are integration and collaboration to solve common problems as a region?

However, despite laid up plans in 2017 and intense pre-event discussions, the Philippine-based ASEAN occurred not without the following glitches, like it was the litmus test of the plan. Basing on what media themselves reported in the news , these were the problems:

(1) lack of depth of reporting by journalists partly because of lack of knowledge into matters and confidentiality dictates coming from ASEAN members themselves

(2) intercultural understanding of countries’ culture such that what can be helpful to one may be offensive to another, in that, it may run contrary to integration trajectory

(3) lack of coverage and stories of development per country that could be inspiring to one and all

(4) emphasis on conflict, it being interesting to the public, and “development” stories being “boring”

(5) emphasis on events rather than substance of the discussion and issues

(6) personality-driven more than issue-driven, the pageantry and funfare

Offhand we may surmise that majority of above issues re media was probably due to what sells to the public more. However, it also reflects depth of understanding and advocacy of the journalists themselves. How to create space in South-east Asian media for reporting on social and development issues remain a huge challenge for the media. Supposedly, the country leaders are just the starting points, the endpoint should still be the people. How do information and knowledge trickle down to the people so that the process of democratic participation and decision-making really transpire?

As written by Prof. Ubonrat Siriyusavak, and tackled in one pre-ASEAN meeting held in Singapore in 2011, media reportings’ content analysis study points to the fact that most of the ASEAN-related stories are tied to event-driven news and very little features, analysis and investigative reporting; are often presented in spot news format; and often around the ‘political’ side of ASEAN activities, summits or meetings. The challenges, thus, are in telling development stories within reportage on ASEAN , which also stems from ASEAN’s habit of ‘secrecy’ and preferring to share little with the media. Often readers want to read light news and don’t really care about country-level development stories if not presented in such a manner that it redounds to their status of living. It does not help that ASEAN is “full of lofty promises that become unfulfilled promises once media test vis-à-viz issues on the ground”. Genuine interest among the journalists is said to be a factor.

In countries like ours , the media often see ASEAN as “largely a debating session between diplomats”, pointed out Malou Mangahas, executive director of the Philippine Centre for Investigative Journalism (PCIJ. Stories of conflict resonate more among readers, but it’s something ASEAN does not want to focus on, given its concern of presenting a solid ASEAN consensus,” she said. Serious critical and precise development-oriented reporting on ASEAN lie in the fact that development is often seen as “boring” and that reporting on issues around the ASEAN organization takes a lot of work and expertise, so that “oversimplification (of issues) leads to inaccurate reporting”. The critical job of journalists was to help tease out the complexities surrounding the issues so that decision-thinking and making are shared with the public or the communities at large, who are the end-beneficiaries.

Re-calibrating the Media

Despite the bumps, the ASEAN Community evolves its effort by all stakeholders in member countries to forge ahead and synergize their common visions and goals. Given this reality, it is about time that journalists from all media platforms, traditional and digitalized, do their job to inform the public about opportunities and challenges in ways that enhance connectivity among their countries, institutions – and most importantly, the 625 million ASEAN citizens.

Clear policies must be laid down regarding content of media reporting so as it centers on common problems requiring integrated solutions. It challenges media outlets to craft fresh news routines that concentrate on common endeavors to deepen the integration. To do so, media have to be updated and equipped with knowledge and critical understanding of the latest developments in ASEAN member countries as they implement action plans or ideas that would bring them closer to one another: climate change, pandemics, food and water insecurity, violence and extremist groups, terrorism, drug smuggling, human trafficking and nuclear proliferation , fake information, etcetera.

Another solution is to for journalists in all ASEAN countries to integrate among themselves and learn interculturally. They have to invest in acquiring hands-on exposure and comprehensive understanding of the socio-political and cultural contexts of each other's countries because only through this can true community-building happen. Through their networks and personal linkages, they could then forge shared knowledge of what the ASEAN Community is all about. Without this lenses calibration, their visual fields may be limited and their reporting could be very easily be polarized with negative views or skewed interests or positions taken by skeptics on the scheme or front of ‘globalization.’ Inclusion and cohesion are the opportunities and challenges, especially for the muted voices of the grassroots.

ICT Sector

There has to be an ICT Master Plan with 4 ideal goals , namely to (1) develop, strengthen and enhance the competitiveness of the ICT sector; (2) reduce the digital divide within and amongst ASEAN Member Countries; (3) promote cooperation between the public and private sectors; and (4) develop ASEAN Information Infrastructure, with specific actions and projects and clear targets and timelines the aim to deliver 4 key outcomes: (1) ICT as an engine of growth for ASEAN countries; (2) Recognition for ASEAN as a global ICT hub; (3) Enhanced quality of life for the peoples of ASEAN; and (4) Contribution towards ASEAN integration. This Master Plan entails defining clear, specific and measurable goals to better assess the level of achievement of the implementation activities; improving the resource planning in order to allocate appropriate resources to each of the initiatives; and identifying more activities on human capacity development to narrow the development gaps. AIM2020 trajects 8 strategic thrusts: economic development and transformation, people integration and empowerment through ICT, single market, information security and assurance, human resource development, and infrastructure development.

To answer back the question, will an ASEAN communication and media policy prosper? Yes, it will, IF the media aligns well with the true purpose and value of integration , acquire genuine interest about the common aspirations for the region in search for integrated solutions, and level the communication down to the grassroots , who have made ASEAN what it is today. ASEAN is unique as it is a shared community of diversity in all aspects – political, economic and cultural. A clear people-centered policy that aims to create among their citizens a sense of ownership of this Community is bound to prosper.

REFERENCES

“World Press Trends Report 2014,” http://www.wan-ifra.org/reports/2014/10/07/world-press-trends-report-2014, accessed 23 November 2014.

· http://asean.org/asean-economic-community/asean-telecommunications-and-it-ministers-meeting-telmin/ http://asean.org/storage/2016/09/14.-May-2016-

· ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf

Communication is very important to each one of us. People express their thoughts, feelings and ideas through communication both verbal and non-verbally. Just like in any other workplace a project would not be successful if proper communication did not take place. It is universal.

I believe or I must say, a policy on communication and media within Association of Southeast Asian Nations (ASEAN) should prosper. All kinds of communication that leads to development happens in every meeting, forums and engagement that the countries of ASEAN are doing, so it is equally important to have appropriate communication and media policy.

In 2016 during the forum of ASEAN Intergovernmental Commission on Human Rights or AICHR, it was emphasized the role of media “that could support and strengthen the promotion of human rights through reporting of news and dissemination of information.” It is clear here that a media has a role to play. This is also to avoid lack of knowledge to what is really existing and to make everyone believe that everything is normal.

On the same forum, it is also mentioned that human rights issue is “considerably underreported” because it was not explained well. This is the reason why the AICHR was assigned to develop common media programs for this purpose and coordinated very well with ASEAN Sectoral bodies. The group saw a potential for the media to be an avenue where sensitive issues like this can be openly discussed for the awareness of everyone.

On the lecture of Judhariksawan (2013), it was stated that the status of broadcasting in the different countries in ASEAN varies. There are private and publicly owned, government owned, being influenced by politics and cable. The status of media of the ASEAN countries also depends on the kind of government that the country has. Some countries are still following monarchy form of government, while some it is Republic which makes the country has Government control or a Regulatory Board for media, respectively. Among the ASEAN countries only the Philippines and Indonesia has diverse media because it has a variety of broadcasters for both radio and TV which operates in the entire country.

In some countries, though it is allowed to have a media that is privately owned, it is a must to follow with what the government want to show using the media because of its affiliation with the government.

In the ASEAN Economic Community or AEC (2015) it is stated that the countries in ASEAN should be working together rather than competing against each other, a free flow of goods and services must be easy. If this is a practice already on the economic set-up, why not on media set-up as well? However, there are things needed to consider as these countries follow different cultures and traditions. This may not be affected as a respect to each one’s culture, but the necessity to be informed and be aware of what is happening on the projects of ASEAN must be told to the people of different nations.

There were efforts that were already made to involved the media or communication, but on 2015 during the AEC it was again noted the difficulty that the ASEAN countries has in terms of having ASEAN Media. On the ASEAN Communication Master Plan (ACM) it stated that there are already available audiences which are the people from different nations of ASEAN, what communicators need to do is to “communicate more consistently, more often, with more people. Communication strategies, however, may differ in each AMS and local language will be important.”

A communication and media policy on ASEAN should prosper and it is needed because countries belonging to ASEAN are integrated in executing the plans these countries have for the development of the nation as ASEAN and of their respective countries as well. There is a need to be more visible in explaining the benefits and the reason why leaders of these different countries in ASEAN is doing their tasks and cooperating with other countries for the development of their country which hopefully, in the end of all negotiations, will be felt by the people. The media need to practice their duties and responsibilities in informing the people especially if it will serve a good deed for them. Staying relevant will be necessary in able to prosper and continue on having the ASEAN Media.

References:

http://www.manilatimes.net/roles-media-communication-asean/149142/

http://www.manilatimes.net/roles-media-communication-asean-2/149358/

http://www.nationmultimedia.com/opinion/Time-for-Aseans-media-sector-to-come-together-30205456.html

http://www.aseanfoundation.org/project/the-role-of-broadcast-media-in-raising-p

https://readi.asean.org/events/aichr-regional-forum-role-media-promoting-protecting-human-rights-asean-malaysia/

http://readi.asean.org/wp-content/uploads/2016/05/20160517-AICHR-Msia-Forum-on-Media-HR-Outcome-Document-5bFinal5d-4813-8504-4785-v.2-3-1.pdf

Will an ASEAN policy on communication and media prosper?

In the late seventies, the move towards a New World Information and Communication Order was proposed by Third World countries and international agencies such as UNESCO. In the light of ASEAN Integration, would a regional information and communication policy that covers mass media and new media operations likewise be pursued?

On the main question, if an ASEAN policy on communication and media prosper, the answer is a definite yes. Will it be pursued? The document ASEAN Strategic plan for Information and Media (2016-2025) is a confirmation.

The assertion that it will prosper may seem incredible to some given the fact that the Association of South East Asian Nations (ASEAN) is composed to 10 economically, culturally, and politically diverse nations. The ASEAN Strategic plan for Information and Media (2016-2025) is a decent attempt to guide how a regional communication and media can be scaffolded to benefit the citizens of the region. This was clearly outlined as shown below;

“…guide the development and cooperation of information and media sector in our region towards: supporting other community pillars and sectors with their communication needs; advocating the policies and initiatives implemented by ASEAN; and communicating with our peoples through different platforms to promulgate the benefits of ASEAN’s development.”

First of, the approach taken by the ASEAN policy reflects the nature of the organization and the region, in general. Rather than having an air imposition on the communication stakeholders of the nations, it clearly imposed communication directions on itself as an organization. Quite unlike the New World Information and Communication Order where the question of ‘power’ was the critical consideration. Its four main direction talks about cooperation on regional mechanism for access to information; distribution of information offered by ASEAN that will benefit the community in ways that respect and appreciate diversity; use communication technologies to inter-connect the region and the world as well as collaboration with entities to produce ASEAN-relevant content.

While I understand that the policies of the ASEAN will eventually affect the environment of nations, the process appears to be more of influencing rather than imposition. I would even characterize it as more of an absorption of intent.

Items 4.1.3 and 4.1.4 hereto reproduced gives us a glimpse.

• 4.1.3  Implement regional initiatives, including the use of local languages in media, to broaden ASEAN awareness and community- building;
• 4.1.4  Further strengthen cooperation regarding the implementation of the National Communication Plans, and provide support to other sectors in the development and effectiveness of their communication strategies on ASEAN, to in tune with the ASEAN Communication Master Plan;

The same theme of cooperation, support, use of existing channels and respect runs throughout the plan.

Finally, a cursory review of the communication and media communities in the ASEAN region would show that most are actually already guided by or controlled by the state. Except for the rowdy democracies of the Philippines and Indonesia, the state apparatus can will its political objectives into the editorial boards and channels within their jurisdiction.

Resources:

-A New ASEAN News Agency?

Malaysia proposes the establishment of a regional media body. https://thediplomat.com/2016/04/a-new-asean-news-agency/

-Southeast Asia: An Action plan to improve the media environment

http://www.dw.com/en/southeast-asia-an-action-plan-to-improve-the-media-environment/a-36032113

-ASEAN community: The legal challenges in achieving media diplomacy in the development of regional integration and empowerment

https://www.researchgate.net/publication/315117210_ASEAN_community_The_legal_challenges_in_achieving_media_diplomacy_in_the_development_of_regional_integration_and_empowerment

ASEAN Strategic Plan for Information and Media http://asean.org/storage/2016/09/14.-May-2016-ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf

ASEAN Communication Master Plan http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

The Initiative for ASEAN Integration adopted in July 2001 was meant to “narrow the development gap” among members, especially with CLMV countries (Cambodia, Laos, Myanmar, and Vietnam), through the use of infrastructure, human resource development, information & communications. The strategies have since expanded to food & agriculture, trade facilitation, MSMEs, education, health & well-being.

An ASEAN information & communication policy may work well among the 10 countries, whose media industries are largely government-owned and –controlled. That way, it will not be complicated to devote more airtime or newspaper space to concerns that promote a common ASEAN identity.

The pursuit for such an integrated policy will have to be done with calculated approach.There cannot be a cookie-cutter formula in the crafting of such a regional policy, considering the utmost importance to highlight those without a voice, the minorities, and vulnerable sectors; and considering the seriousness of the need to be culturally-sensitive and politically-correct among all 10 member-nations.

In the Philippines, the concept may prove to be more of a provocation as government media is in the minority (the one government TV network), while all other traditional media outfits (about 42 daily newspapers, 659 radio stations, 31 TV stations) -- not counting New Media operations – are private ventures mostly run like commercial businesses dictated by external market forces. In addition, any policy governing the mass media, including the New Media, would be anathema to press freedom as espoused in the Bill of Rights of the Philippine Constitution.

Nordenstreng (2012) had earlier evaluated the NWICO, proposed in the 70s by the Non-Aligned Movement (comprising countries like Indonesia, Ghana, India, Egypt not affiliated with major power blocs) as a “challenge to the traditional libertarian theory of the press”. Other communication scholars suspected it as a “scheme for government control of the media”. It would do no harm to pay heed to such findings; it’s all-systems-go for the pursuit of a regional policy for all the benefits it will bring to the ASEAN, but there’s also an urgent need to proceed-with-caution.

References:

Association of Southeast Asian Nations. http://asean.org/asean-economic-community/initiative-for-asean-integration-iai-and-narrowing-the-development-gap-ndg/overview-2/

Nordenstreng, Kaarle (2012). The New World Information & Communication Order: An Idea that Refuses to Die. http://www.uta.fi/cmt/en/contact/staff/kaarlenordenstreng/publications/MacBride_Legacy_Istanbul.pdf

Press Reference. http://www.pressreference.com/No-Sa/Philippines.html

ASEAN, a community of opportunities. This convergence of the different nations has been under criticisms and skepticisms due to its diverse composition. This however can be crossed through peoples’ involvement in the cause – the ideology of ASEAN of becoming one needs everyone to think as one and work as one. And communication amongst these countries is vital. Thus, the ASEAN Communication Master Plan (ACMP) was made. ACMP’s serves as an information dissemination system to promote awareness to the “One ASEAN” goal. This framework will provide relevant and necessary information to the people in the nation and to the world as well.

Will this prosper? Will this be used effectively for what it was designed for?

Yes. Especially in the advent of the Information era. The ACMP is not only designed for the traditional media in which some locals in the domain of ASEAN still use, but to the progressive and developed cities as well – this provides effective communication as it can deliver information all throughout its territory. The ASEAN communication system also looks forward to the emerging technologies and make use of these infrastructures to provide the information throughout its territory. With this, new ways can be used to promote the ASEAN can be possible.

With the implementation of ACMP, information can be delivered to all. Making everyone be informed and be involved with a goal to make everyone on board and be part of the collective mind in achieving the ASEAN ideology.

Communication: Key to Asean integration by Gil H. A Santos. www.manilatimes.net/communication-key-asean-integration/366486/

ASEAN COMMUNICATION MASTER PLAN.http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

ASEAN's communication policy at regional level certainly seems to be appropriate with the emphases on taking action plan that seeks to involve national and organizational level in order to facilitate the communication exchange, the learning process, the promotion of peace and solidarity and the dialogue on how best to connect and communicate within the regional community. As we ponder, we cannot deny the fact that there are certain gap between some member nations of ASEAN community because of the predicament such as island disputes, migrant securities and welfares, and the issues of equality. I truly believe that communication and media is necessary to a vigorous and robust democracy so as the roles in ASEAN is one of the instruments to flourish in order to have an inclusive awareness and programs essential for development and open doors for opportunities. However, each member nations expect ASEAN to offer them prosperity, political cohesion and safety in the face of modernization. It is therefore essential to any communication policy that the ASEAN ought to provide an operative policy program to look and think forward and to bind all these member nations to contribute their concepts and ideas on how best we can work collectively to close the gap.

The ASEAN policy on communication media initiatives will only succeed if many more forces are brought into action and work together. Achievement will be contingent on the participation and contribution of all the vital actors –the regional, national and organizational levels in the member nations including the general public. The progression of the ASEAN Communication Master Plan (CMP) is a strategic action to attain the objective of ASEAN for integration and intra-connectivity; hence, communication and media should become the core element of ASEAN policy at the service of the citizens in a matter of common interest. That is why civil society including the national, organizational level and member nations need to work together to develop ASEAN’s place in the pedestal sphere of success.

References

ASEAN Communication Master Plan – ASEAN: A Community of Opportunities Jakarta: ASEAN Secretariat, October 2014

The ASEAN members, established as a community, developed a communication master plan to exhibit significance and benefits to audiences inside and outside of the organization. This is to demonstrate its unique identity and distinct integration model from other nations. The communication framework describes the vision, audience, messages, strategy, priorities, time line, monitoring and evaluation of the ASEAN members as one community. Foremost aim is to communicate a sense of belonging that signifies new opportunities, connectivity, coherence, and convergence as one region (ASEAN).

In the light of ASEAN integration, this coherent communication master plan should progress into a regional information and communication policy. But there are issues that need to be addressed to be effective in pursuing a one regional information and communication policy. Integrated as one community, the issue of power and dominance will inherently coil among and within the nation members, sectors, elites, and industries predominantly in political and economic dominance. Coherence across cultures will also be a challenge for the community considering the value system of many cultures within the regions. Most important issue is the digital divide within and among the society of every member nation. The social structured formed by the digital divide phenomenon provides the most gains to the dominant and powerful group who were able to expand their dominance in the face of the region. Information and communication policy will be an integration dominance and power of favored elites, groups, sectors, and industries and not a representation of the whole ASEAN region.

References:

ASEAN. ASEAN Communication Master Plan: ACommunity of Opportunities. 2014. Retrieved from:

http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

Flor, A. Developing Societies in Information Age: A Critical Perspective. Retrieved From:https://myportal.upou.edu.ph/course/view.php?id=3687

The 10 ASEAN member states have their own standing policies, probably unique from that of the other states, in dealing with communication issues prompting one’s country. Although the ASEAN community is sharing one vision, it is imperative that a regional information and communication policy covering mass media and new media operations is pursued in every country for it is in this level each country’s cultural heritage and values are at the center in policy making. Generally, if it is a regional policy, it is efficient because policy and decision makers and stakeholders know very well what works best or does not based on- the- ground realities in their region. Doing otherwise will make it difficult to convey the ASEAN message that it is a “Community of Opportunities” (ASEAN Vision, 2015) if at their level, they are deprived of preserving their cultural heritage and values. Regional information and communication policy will strengthen and improve the confidence level of people from that region thus making them more prepared in facing global challenges. And neglecting this important aspect means recurrence of one of the main issues the New World Information and Communication Order is dealing with - the lack of respect for third-world peoples' cultural identity (Carlsson, 2003).

As outlined in the ASEAN Communication Master Plan (2014), rural community audiences are among the identified beneficiaries of communication activities, and thus the regional information and communication policy is of paramount importance in the ASEAN Communication Master Plan. In addition, the ASEAN Strategic Plan for Information and Media 2016-2025 is harnessing the use of information and communication technologies and traditional and new media platforms across different groups as a means to connect with the regional and global community. These two plans are indicators that ASEAN is making serious efforts in its pursuit to forge regionalism in every endeavor of the association.

Therefore, I believe that ASEAN policies on media and communication will prosper despite diversity of the member states. It is possible if the communication and media policies for ASEAN communities will be generated from deliberate stakeholder consultations where uniqueness of every state is brought to the forefront and respected to ensure that no member state is left behind in the policy making process.

References:

Carlsson, U. (2003). The Rise and Fall of NWICO from a Vision of International Regulation to a Reality of Multilevel Governance. Retrieved from https://www.researchgate.net/publication / 238691281_The_Rise_and_Fall_of_NWICO_From_a_Vision_of_International_Regulation_to_a_Reality_of_Multilevel_Governance. Retrieved on March 24, 2018.

ASEAN Communication Master Plan (2014). Retrieved from https://www.kemlu.go.id/ Other%20Documents/ASEAN/ASEAN%20Communication% 20Master%20Plan.pdf on March 22, 2018.

ASEAN Strategic Plan for Information and Media 2016-2025. Retrieved from http://asean.org/asean-socio-cultural/asean-ministers-responsible-for-information-amri/

Ten Countries. One vision. One identity. One Community. This is the ASEAN- the Association of Southeast Asian Nations conceived in 1967, to purposely spur economic growth and development among its member countries located south of China. This move of combining forces is driven by the members’ ardent desire to compete with the world’s largest economy, and bring back home multiple economic benefits, harnessing and maximizing at the same time the region’s and each country’s resources and potentials.

This economic merge has strengthened through the years to pave way for the establishment of the ASEAN Economic Community in 2015, this time with a bolder and a clearer objective which is to form a European Union (EU) type of common market.

This ASEAN integration is working on a free trade among its member nations toward a freer movement of goods and services, as well as in investment and capital, and labor. In such way, this lowers down tariffs (if total exemption is not possible), increase production and activate, stabilize and accelerate business operations within. ASEAN through its regional economic policies is bent at making regulations and product standards uniform among the nations. These are measures that the region is adapting to in order to entice direct foreign investments, open its gate to the world market and be able compete.

ASEAN has 10 members – Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam, with China as its largest trading partner. In this economic integration scenario, each member through its “export of specialty”, so to speak, contributes to the region’s operations. The largest economies belong to that of Indonesia and Thailand. The rest of the countries whose economies are smaller need to fill in the vacuum by exporting of markets of larger countries. The gap is evident, but one way of narrowing the gap is actually through the implementation of regional policies which favorable and beneficial to all, which have been working on.

According to ASEAN, aside from economic acceleration, its purpose of being is to, “to promote regional peace and stability through abiding respect for justice and the rule of law in the relationship among countries in the region and adherence to the principles of the United Nations Charter”. It also states that cooperative peace and shared prosperity shall also be the fundamental goals of ASEAN. Aside from economic policies, comes in a communication policy which must be inherent to any existing organization to maintain its sturdiness, balance, and most importantly, its foundation.

Bridging differences is one function of the ASEAN and for an organization constituting 10 members of different economic standing, different views and different culture, a common policy that would have to equate them is deemed necessary. Communication among these nations in the name of trade entails economic prosperity for all. This has been proven and tested following the launching of policy manuals and the like to foster intellectual rights and consumer protection.

The question is, would it work the same thing for both mass media and new media? Going back to one of ASEAN’s purposes vis-à-vis adherence to the United Nations Charter, let me put it this way. The United Nations has directed recently is member organizations to beef up its communication policy in order to address information gaps amongst third world countries and first world countries which can be attributed to the availability and utilization of various mass media. UN has started it. ASEAN, replicating the same plan is possible especially now that we are at the peak of the so-called digital age where new media play a crucial role of connecting world affairs.

An ASEAN policy on media will prosper as other regional policies have! Not because it needs to, but because it has to should the ASEAN and its goals must thrive.

References:

https://www.thebalance.com/what-is-asean

https://asst.asean.org

http://www.nti.org/learn/treaties-and-regimes/association-southeast-asian-nations-asean/

https://en.unesco.org/

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Looking at the European Union (EU) experience could shed some light on the ASEAN situation. An excellent article, “Asean and the EU: Differences and challenges”, by Tommy Koh (https://www.straitstimes.com/opinion/asean-and-the-eu-differences-and-challenges) gives a general background. Both regional organizations have attained unity in varying degrees, whether economic, political, or cultural.

As to communications, they have the European communications policy, defined as “European level coordination of national policies by institutions such as the European Union (EU), Council of Europe (CoE), European Broadcasting Union (EBU) and European Audiovisual Observatory (EAO)” (http://communication.oxfordre.com/view/10.1093/acrefore/9780190228613.001.0001/acrefore-9780190228613-e-65).

As described in the summary of that paper, there are hard laws that are directly binding, as well as soft policy coordination between the EU institutions on the one hand, and national regulatory authorities on the other. These are ways to reach a common policy, that the ASEAN could also be using.

Of course, each country could still come up with its own communications policy. But in the EU model, member States have “delegated up” a bit of their sovereignty to the EU institutions. With some help from above, at a level higher than each country, the EU constantly seeks to integrate policies, including those on mass media and new media operations.

On the other hand, as described in the article by Koh, the ASEAN is an inter-governmental organization, that does not exercise any sovereignty on behalf of the States. In the ASEAN, each country is at the top level, and does not have the "help from above" that the EU has through the supranational EU agencies. For this reason, it might probably be a bit more complex to come up with policies in the ASEAN than in the EU.

Furthermore, due to better transportation and communication facilities, greater number of member states, a more robust economy, and being ten years older, the EU has organized and united itself as a region much better than the ASEAN.

But assuming that the ASEAN looks at the EU for examples, I am sure that the ASEAN would continue to strengthen regional information and communication policies, which is already a work in progress, as seen in the ASEAN Communication Master Plan (http://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf) and the ASEAN Strategic Plan for Information and Media 2016-2025 (http://asean.org/storage/2016/09/14.-May-2016-ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf).

The EU experience shows that a regional information and communication policy on media is possible. It has prospered in the EU, so why should it not in the ASEAN?

The answer depends on need and desirability. If the question is on a policy for ASEAN communications and media in general, my answer would be - do we really want one? Unless the intended ASEAN policy are just guidelines on proper etiquette and procedure, any attempt to define ASEAN communications as a strict policy borders on censorship and we probably don’t want that. Besides, censorship is bound to solicit resistance especially with the present and emerging ITC and webs 2 and 3. Social media communications, for example, can be monitored but only to a certain extent. It cannot be controlled through policies other than self impositions based on reason, compassion, decency, fair play, etc. If the social media user does not have these traits, then no amount of policies is bound to worK. Also, social media sites and apps have their own security features already. Abusive and indecent communications can be reported to site administrators and/or blocked by the readers themselves. There are already existing laws that protect the public from abusive, indecent and discriminatory shows, printed materials, and language. We do not need an ASEAN policy to protect the public, we just need to enforce existing laws.

Considering ASEAN Economic Community (AEC) is composed of ten countries namely, Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, and Vietnam, and adding the total population of each country, then we are talking more than 500 million audience in terms of media engagement (ADBI 2016).

Success of a communication and media policy in a regional bloc like ASEAN that consists of diverse cultures rests upon the will of the members to solidify its regional identity. Similar to EU, part of their social obligation as a regional bloc having common standards to provide awareness to the general public about their functions, policies and agenda in strengthening the economic, social and territorial cohesion of the union. Communication policy helps members of the AEC to articulate its commitment of creating a progressive borderless economic community. Without this sense of commitment, AEC may find it difficult to generate regulatory changes that may radically redistribute power and resources (Jones 2016).

For now, ASEAN must move towards the next level of integration, i.e. a common market having harmonized set of rules and common standards.

References:

ADBI. (2016). Asean 2030: Toward A Borderless Economic Community. Brookings Institution Press.

Jones, L. (2016). Explaining the failure of the ASEAN economic community: the primacy of domestic political economy. The Pacific Review, 29(5), 647-670.

In the light of the ASEAN integration, a regional information and communication policy that covers mass media and new media operations is being pursued. The first ASEAN ICT Masterplan 2010-2015 identified bridging the digital divide as one of the six strategic thrusts in its key objectives. Significant progress was made on said thrust such as teledensity and connectivity particularly from mobile devices and conduct of activities like CIO (Conference on International Organization) Forum, Digital Content Exchange and Cyberkids Camp. These served as platforms for regular information exchange towards bridging the digital and information divide.

As a sequel, the ASEAN ICT MasterPlan or AIM 2020 has for its vision “to propel ASEAN towards a digitally-enabled economy that is secure, sustainable and transformative; and to enable an innovative, exclusive and integrated ASEAN community.” It includes in its strategic thrusts, initiatives and action points for ICT Infrastructure Development the identification of gaps in Internet access, affordability and network interoperability. Another action point is to move beyond connectivity focus to identification and support to communities that are isolated or underserved, target on increasing the demand, usage, affordability and connectivity of broadband services across ASEAN. For New Media and Content, action point is to resource and leverage support for the production of new media and content and encourage their growth and distribution. Indeed, the wheels are turning to the full implementation of policies on communication and media.

On the other hand, for telco services, the Philippine government is considering to select the third telco player by the end of September 2018, according to the Department of Information and Communications Technology (DICT). The award is planned to cover 2G, 3G, 4G and potential 5G frequencies, aimed at improving the current telecommunications services in the country. This third telco player will have to compete with the dominating duopoly in the industry. One seen barrier is the 40% constitutional limit for foreign entities aside from issues that need to be resolved such as the previously awarded frequency, the common tower policy, use of the National Grid Corp. of the Philippines’ dark fiber to support the National Broadband Plan and lower interconnection fees.

Pertaining to the services provided by private telecommunications magnates in the country, these data and issues were presented in the 1st Philippine Telecoms Summit on March 9, 2017 by Mary Mary Grace Mirandilla-Santos, depicting facts and scenarios about affordability and accessibility of data services in the Philippines viz:

- Akamai’s State of the Internet report included the Philippines in its mobile connectivity report starting in the 2nd quarter of 2016. (Akamai is the leading content delivery network (CDN) services provider for media and software delivery, and cloud security solutions.)

- PH mobile broadband average speed seen leading APAC (Asia Pacific Countries) at 13.9 Mbps.

- The Philippines did not meet the minimum requirement of 25,000 unique IPv4 (4th version of the Internet Protocol (IP) addresses seen by Akamai and identified as coming from a mobile network.

- The Philippines does not qualify for and was not included in the analysis, but its data is included for reference.

Based on the report of the inclusive Internet: Mapping Progress 2017:

- Philippines ranks in the lower half of the Asian countries included in the index and 43rd out of 75 overall ranking

- Affordability rank is particularly low, at 20th out of 22 in Asia, second lowest score for competitive environment in the index, after Ethiopia

- For the availability of relevant content, 35th out of 75, is its strongest pursuit.

References:

Camus, Miguel R. (May 30, 2018) Phippine Daily Inquirer.

Desiderio, Louella. (June 7, 2018) The Philippine Star.

Mirandilla-Santos, Mary Grace (March 9, 2017). Top Issues of PH Telecoms Consumers, First Philippine Telecoms Summit.

The ASEAN ICT Masterplan 2020. www.asean.org.

Hello Dr. Flor,

A pursuit to regional information and communication policy that covers mass media and new media operations should likely be pursued and enforced. ASEAN Communication Master Plan (2015) was instrumental of policy implementation over time. The provision on the direction on a spectrum of communications activities across traditional media, electronic and social media, and in market events, to access stakeholders of all groups and ages implementation to all the member countries encompass the cooperation needed. The concern now is there is the plan that needs a fully enforce implementation and monitoring that will track the areas that fully benefit the Master Plan and those areas that need improvements that it will bring a harmonious relationship as well as to push towards a better ASEAN Communication Practice.

Knowledge management will have a space here for all the information gathered for unfolding of new developments. The function of KM as a management tool is knowledge sharing and reuse. (Flor, 2001). This will preserve the best practices in place. The best practices can be handed for future use. The cultural aspect is preserved and cared for. Success sensitivity lets in the point that stimulates cultural change and innovation. (Quast, 2012, p.1). It is now a new culture – ASEAN Culture. The innovation that has grown from the Master Plan that started it.

References:

ASEAN Communication Master Plan. (2015, September 4). Retrieved from http://www.aseanthai.net/english/ewt_news.php?nid=537&filename=index

Flor, Alexander G. (2001). EDevelopment and Knowledge Management: ICT Applications for Sustainable Development. Los Baños, Philippines: SEAMEO SEARCA.

Quast, L. (2012, August 20). Why Knowledge Management Is Important To The Success Of Your Company. Forbes. Retrieved from https://www.forbes.com/sites/lisaquast/2012/08/20/why-knowledge-management-is-important-to-the-success-of-your-company/#3717039b3681

Would a regional information and communication policy that covers mass media and new media operations likewise be pursued?

Definitely yes, various publications such as ASEAN Strategic Plan for Information and Media 2016-2025, and ASEAN Communication Master Plan were in place to tackle this policy.

According to the strategic plan, it noted that information and media were "critical forces that shaped ASEAN awareness and community-building through such action points as the implementation of regional and national communication plans and the concerted production and broadcast of multi-media materials about ASEAN." It is undeniable that the mass media and new media play a vital role in the creation and development of an information and communication policy."

Through this medium, awareness about ASEAN and and its programs will cascade targeting its citizens, and most importantly, it is the practical way for an information to be disseminated. The deliverance of an ASEAN message per se using these tools will spark a global conversation and communication which in return will help the countries involved look into specific programs or projects that they are dealing with. But of course, we don't have to put aside the people from the rural areas wherein they are part of this community.

When we talk about regional information, the access of which is per country or area, the communicator should consider the usage of language, and what medium they are delivering it so people can engage on this.

The plan also supports the pursuance of the usage of the new media as it is stated in their 10-year plan from 2016-2025 that "will guide the development and cooperation of information and media sector in our region."

It is evident that the regional information started already way back 2016, for this year alone, the ASEAN and UNESCO conducted a literacy forum in the country entitled "ASEAN-JAIF Media Information Literacy Forum: Cyber Wellness for the Youth" in March where various member countries of ASEAN participated of UNESCO's work in the area of media information lieteracy on standard-setting, awareness raising and capacity building.

Likewise, a meeting on information held by the Subcommittee on Culture and Information of ASEAN was held in Myanmar in July. It discussed decisions of the ASEAN Summit meetings and laid out future work for the information sector.

The promotion of information will pave way for the mutual respect and diversity of ASEAN countries, promoting a dynamic, and peaceful collaboration among the member countries. It is also a strategy to voice-out what needs to be done in order to address an issue that may come up or occurring and ways to prevent it. Moreover, the development of this ongoing program will strengthen the relationship of the countries involved where altogether they will implement and/or develop a communication plan that will help uplift the lives of their people toward a better ASEAN nation.

Going back to the strategic plan, ASEAN had set priority areas of action dealing with information and media sector which involves implementation of regional initiatives, including the usage of local languages in media to broaden ASEAN awareness and community building; strengthening of cooperation in the implementation of the National Communication Plans and provide support to other sectors in the development and effectiveness of their communication strategies on ASEAN; develop a Public-Private Partnership to enable access of information; intensify cooperation within ASEAN and Dialogue Partners; and promotion and brand ASEAN's image and to raise respect for ASEAN as to support businesses and people within and outside the region.

The plans doesn't focus on the regional development, rather as a whole. It uses multi-platform and continually developing programs for information will be accessible to everyone. The engagement of people, regardless of the age and gender were also took into consideration, as the ASEAN targets everyone in the region, that no one will be left behind on this development.

In the Philippines alone, media outlets and various government agencies adapted to contribute to this aim. Publications, videos, and dialogues are in place for Filipinos to have an information about ASEAN and how they can be involved in this. Through this, a collaboration will be made representing different sectors that will voice their concerns and eventually develop in promulgating integration of ASEAN.

This project is a long road to take, but through the collaboration and unity of the sectors involved, it is in no time that a harmonious ASEAN nation will take place.

References:

http://asean.org/storage/2016/09/14.-May-2016-ASEAN-Strategic-Plan-for-Information-and-Media-2016-20251.pdf

https://www.asean.org/storage/images/ASEAN_RTK_2014/ACMP.pdf

http://www.unesco.org/new/en/jakarta/about-this-office/single-view/news/asean_forum_highlights_media_and_information_literacy/

http://www.xinhuanet.com/english/2018-03/07/c_137021662.htm

Yes, ASEAN policies, regulations, protocols, and efficiency requirements will succeed for the improvement of communication and media. To meet their goals and targets in the face of increasing financial problems, ASEAN government heads will have to design policies that can alleviate problems on communication and media. ASEAN policies and initiatives on Mass Media and New Media channels can lead to a more robust audience by engaging them to proactively interact with the ASEAN Community. The challenge is that ASEAN needs to effectively communicate or reach a wide range of communities in all diverse levels of ASEAN awareness, familiarity, and understanding in order to lower risks such as cyber-crime.

REFERENCE:

https://blogs.thomsonreuters.com/answerson/never-too-late-accelerating-asean-integration-past-2018/

Will an ASEAN policy on communication and media prosper?

It is noted that ASEAN is a community consisting of 10 member states in the South-East Asia region. The communication policy at a broader regional level such as ASEAN is dramatically different from the organizational and nation level. The ASEAN Communication Master Plan provides the framework to communicate messages about the character, structure and overall vision of ASEAN. It is noted that ASEAN is formed, unlike European Union, on the basis that each country member is able to keep their distinct politics culture and monetary policy. Therefore, the goal of communication policy must communicate to the audiences about the opportunities within the community and instill a sense of belonging and identity among its citizens. It needs to distinguish ASEAN from other country integration models.

It is suggested that the overarching message for ASEAN is “ASEAN A Community of Opportunities”. This is the foundation of the communication framework and should resonate throughout ASEAN Community specific messages (H, 2017). Each message underneath the overarching message should illustrate based benefits together with supportive evidence of actual experiences. Examples of real life, people based benefits should used to illustrate these proof points wherever possible. This will assist to create lively storytelling and stress the tangible benefits felt by people and communities.

The question here is whether the outcome of the communication will prosper among the ASEAN member states. For the communication policy and media to be considered successful, it must meet the aims and goals stated in the ASEAN declaration. One of the declarations is to accelerate growth, social progress and cultural development. While effective communication is the key to a better integration at the regional level like ASEAN, it is a tougher job to identify the right candidate for the job. This is due to the incidence of poverty or economic development stages of the 10 ASEAN members are on various levels. The levels of education are different too and English is used according to individual country contexts. Hence, communication at ASEAN level remains a significant challenge.

Even if a suitable candidate is found to communicate the different voices in ASEAN, the future looks bleak given the rise of automation (Doody, 2018). The entire South-East region is a major commodity and manufacturing exporter. Cambodia, for instance, relies heavily on garment industry for most of its exports. Automation could significantly take away the jobs of lower skilled workers. The economies of each respective ASEAN nation is at risk of being rendered irrelevance compared to other highly developed nation in the north and in the west. The communication policy in ASEAN might need to venture beyond its shore and form strategic alliance with economic powerhouse and with a larger market share like China.

References

Doody, J. (2018, April 03). Can ASEAN Economic Integration Succeed? Retrieved from https://thediplomat.com/2018/04/can-asean-economic-integration-succeed/

H, G. (2017, December 03). Communication: Key to Asean integration. Retrieved from https://www.manilatimes.net/communication-key-asean-integration/366486/

https://www.asean.org/storage/images/ASEAN_RTK_2014/4_Master_Plan_on_ASEAN_Connectivity.pdf

It depends on how they will regulate it and how they will implement. Communication and media is very big to collaborate with a good project or development but its transparency also can have unfiltered opinions from anyone else. Media is a medium to really connect and influence to millions.

ASEAN nations have always enjoyed coordination and cooperation. Respective governments, while working on their own, have tried to gain insights from each other to achieve sustainable growth as a region. ASEAN as an organization, on the other hand, has for several years struggled to make its existence beneficial to its member nations. Some countries have better bilateral relations than having the intergovernmental mechanism. Superpowers like China, India and the USA exercise their power over the other member nations.

With this difficulty, having an ASEAN policy on communication and media will be a challenging initiative to the member nations, especially since these countries have varied government structures and needs. There were previous initiatives concerning quicker development of ICT research projects though we cannot really say if these initiatives are more focused on the implementation side. It is important to know the group’s priorities and must realize that each region must be well identified and known by the other region as far as these policies and programs are concerned.

The government, private sector and its citizens should be the frontrunners of these programs and should envision not only economic growth but also how they will benefit from them in the long run. With these policies and programs being established, a regional information and communication goal will set standards and will support ASEAN’s vision of improving people’s lives and determining potential areas of cooperation within the ASEAN.

References:

ASEAN Communication Master Plan – ASEAN: A Community of Opportunities Jakarta: ASEAN Secretariat, October 2014

Will an ASEAN policy on communication and media prosper? – Yes. I believe it will. But the possibility of success of any policy set by the ASEAN depends on each nation’s participation in upholding these policies and the nation’s effort in implementation.

“In America, Europe & Latin America – the media has been the driving force of regional integration.”Communication is a powerful tool that enables, builds, creates and breaks nations. I believe this will be true for the ASEAN as well.

It is imperative that the ASEAN have clear cut media policies and regulations implemented ASEANwide. This enables the media to do their job and their part in regionalization. The ASEAN media must be utilized to articulate common goals, create public opinion about the ASEAN from each nation’s elite down to the poor communities of each nation. Through communication, the media can capitalize on common values, popularize the good about having an ASEAN identity – increase advocacy and change peoples’ perspective towards change. The goal of ASEAN media is to make each individual embrace change for us to be able to integrate our difference and be part of a region that will benefit us all.

Yes, ASEAN policy on communication and media will prosper, Through the initiative of China, it is willing to strengthen exchanges in the technology and cooperation in mass media and new media operations with ASEAN (the Association of Southeast Asian Nations) countries as well as Japan and South Korea. Thus, with the swift development of new media and new technologies, the Chinese government have adhered great contributions to the integration of traditional news institutions with the new ones while China promotes the introduction of applicable laws to fight crimes against fake news.

According to officials, China was willing to share technologies with ASEAN countries in its new media tradition, and explore methods to conduct fruitful trades and cooperation with the latter in areas including news websites, news apps, and social media.

As a conclusion, Jakarta's plan will also require the collective efforts of civil society, media organizations, and governments. Therefore the experts agreed on a three-step action plan to enhance the situation for media in Southeast Asia as follows:

1. Develop a unique regional mechanism to develop the new media environment for Southeast Asia based on existing international and local models.

2. A process to employ the size-able global Internet intermediaries to address issues of access and the impact these businesses have on media and society. The experts suggested encouraging Google and Facebook to develop a pricing system which differentiates between general information and quality journalism.

3. Promote agenda to expand new media and information literacy at a sufficient scale to have an impact at the societal level. Such action should include a strategy against discrimination, a global phenomenon that is also of increasing concern in the ASEAN region.

Moreover, establishing legal rights to restrict free reporting is another common measure in all ASEAN countries. Most ASEAN countries have legalized their suppression of free reporting to assure the willingness of new media and communications.

Without any exception, all the ASEAN government establish censorship on their media outlets enshrined by laws and regulations governing their media. Accordingly, specific issues are off limits for media workers to be reported and commented. Apart from the problems considered morally appalling such as pornography and promoting indecency, they include matters related to corruption, human rights abuses, security forces, and ruling elite, for their weakening effect on the regional regimes legitimacy.

reference:

https://www.dw.com/en/southeast-asia-an-action-plan-to-improve-the-media-environment/a-36032113

https://www.dcaf.ch/sites/default/files/publications/documents/RP05_Media.pdf

Dear Dr. Flor,

The current challenge is how should the ASEAN integration be communicated to the grassroots level and not only to people in the government, business leaders, scholars, development workers, and the likes. In consideration of the diversity of all 10 members states, an ASEAN policy on communication and media is necessary so all ASEAN countries would get to know and understand each. To address this, ASEAN came up with the ASEAN Strategic Plan for Information and Media (2016), the ASEAN Communication Masterplan, and the ASEAN ICT Masterplan. To answer the question if this would prosper, I believe it will. Looking at the ACMP, the strategy is identifying the target audience and classifying all communication processes and means to reach them. I think this would be sustainable, and will prosper the information and media plans that ASEAN has drawn out.