How Jacque Manabat blends journalistic standards and content creation to combat disinformation
Breaking away from the traditional image of journalists, Jacque Manabat ventured into a new territory by delivering news on TikTok, embracing the role of a content creator.
Manabat worked as a journalist for ABS-CBN for 17 years, covering the economy and producing documentary shows. She began to explore creating content during the pandemic as people were stuck in their homes, sharing dalgona recipes, workout routines, and taking care of plants.
"Sobra ako na-entertain. Pero ang mas nakita ko is people are trying to cope with anxiety, with loneliness, with separation during the pandemic. They were looking into these influencers [...] Kasi sabi ko, kung nagagawa to ng mga influencers, they're getting the attention of those who are on social media. Bakit hindi siya magawa ng mga journalists?" she said during the seventh episode of PhilSTAR L!fe's Generations podcast.
When Manabat started to create content, she described it as a "gamble."
"Hindi ko alam kung ano 'yung magiging tingin ng management sa akin kasi siyempre, nasa loob pa ako ng broadcasting industry. But when I started doing that, people on the ground started to recognize me as the news person on TikTok," she said.
Shifting to content creation
In a world saturated with social media content, where countless creators present themselves as “reliable sources,” more people are turning to these alternatives over traditional media. Despite this shift in audience behavior, Manabat maintains that traditional media will retain its relevance by providing content that is relatable and accessible.
"Tingin ko may nagtitiwala pa rin sa media. It's just that the audience [is] looking for genuine people na mas makakarelate sila and would talk to them like a friend. Kasi naghahanap tayo ngayon ng pagkakatiwalaan. And who do we trust? Our friends muna, 'di ba?" she said, adding that this helped her understand how to better approach her audience. "I want them to feel that I could be your friend, na I know how to gather this information and I can deliver it to you as a friend," she added.
"'Yun 'yung vibes ng young generation whenever I talk to them. They feel like the news isn't for them, it's not written for them. Even the tone, the way it's delivered. So why would they read or write or read or watch the news?" Manabat explained.
As a content creator, Manabat touches on topics close to her, including discerning fake content, travel, politics, and road safety. For her, it's easier to tell stories she's encountered and experienced.
"[With] the training that I had when I was a journalist, I could turn that into content that would inspire, also call to action those in power to do something about this," she said.
Balancing her roles as both a journalist and a content creator, Manabat remains committed to keeping her work truthful and ethical.
"Kasi when you say journalist, mataas pa rin yung tingin sa atin eh, na meron pa rin tayong credibility, meron tayong training to fact-check, and access to information, and to simplify yung mga complex issues for the audience. How do I navigate that? I go back to my ethics and my principles," Manabat said.
"Whenever I do content for brands, for NGOs, iniisip ko kung pang short-term ba 'to o long-term. Kung makaka-apekto siya doon sa long-term goal, hindi ko gagawin kahit malaki 'yung ibibigay na benefit," she explained.
On combating disinformation
Now working in the digital landscape, Manabat acknowledges that there are content creators who have bigger platforms. Despite this, she believes that the young audience would see content creators as "a good voice in social media."
"'Yung kwento ko as road crash survivor, 'yung mga kwento ko about politics, about the environment, it's not just for me, but it's for the younger generation as well," she said, adding that she has high hopes for the younger generation, given that they always voice out about LGBT rights, mental health, and more.
When she became an independent journalist, Manabat taught students in public schools about content creation, grounded in journalistic principles and ethics.
"Tinawag ko siyang Journalism 101. But the kids, they don't like it. So I was teaching them fact-checking, how to attribute sources, and such. Ang ginawa ko, content creation hacks. And then they started listening. So nagbago na yung approach on how to teach these students. Focus ko sila because they are the future storytellers, eh. So if they don't like journalism, baka there is a way for me at least to teach them the training of a journalist, like proper writing," she added.
Other than teaching students, Manabat also makes it a goal to counter "disinfluencers."
"We have to be ready for them palagi kasi they're one step forward lagi eh. May means sila. Meron silang laging ginagawa para ma-discredit yung media, ma-drown down 'yung totoong information na kailangan malaman ng tao," she said, noting users who create and share AI-generated videos.
"It is a challenge," she admits. "That is why it is important for us to study it. Kasi pag mas kilala natin 'to, we know how to use it. Mas empowered tayo how to use it, and we could identify for the audience."
Manabat urges the public to support good content creators and local journalists, as well as speak out when something isn’t right.
"Huwag na kayo mag-subscribe, please, or ilike yung mga basurang content creators," she said, "I think that's a good step din na we get rid of these content creators who are disinfluencers and who are not good for our health."
In a digital age dominated by content creators, Manabat underscores the continued importance of journalism.
"Because we journalists, we do have the training for fact-checking, for proper attribution for the right sourcing of information," she said.
"Sa panahon na binabagyo tayo, sa panahon na tingin natin, nanakawan na tayo, sa panahon na kailangan natin ng tamang impormasyon, babalik at babalik tayo sa mga journalists," she added.
The Generations Podcast is now available on Spotify and YouTube, executive produced by Sheila Paras of PhilSTAR L!fe and Roby Alampay of PumaPodcast. Listen to its seventh episode with award-winning multimedia journalist Jacque Manabat to talk about the blurred lines between journalism and content creation. Jacque talks about building trust with audiences beyond the “TV reporter voice,” the challenge of fighting disinformation in an algorithm-driven landscape, and why she sees herself as both journalist and content creator.