Cultural intelligence, journalistic function, and ethical principles : a structural equation model on the public image of broadcasters in Region XI

Abstract

The public's view of media professionals has been substantially affected by reports of unethical behavior in the media sector. This study sought to identify the best-fit structural model for the public image of broadcasters in Region XI, using cultural intelligence, journalistic function, and ethical standards as the exogenous variables. 400 radio listeners accepted the invitation to take part in this study. The independent and dependent variables were found to have a significant and strong positive relationship. According to the study, the exogenous factors cultural intelligence, journalistic function, and ethical standards had a combined impact on the public perception of radio broadcasters of 50%. It was found that Structural Model 4 is the model that best-fit model that captures the public image of broadcaster hosts, which is based on prestige, honesty, competence, and the nature of their non-routine jobs. It is also influenced by journalistic function, which is based on interpretive populist-mobilize functions. Keywords: public administration, structural equation modeling, cultural intelligence, journalistic function, ethical principles, public image, Region XI, Philippines