By Nikko A. Balbedina III
PressOne.PH
Online “exposé” content thrives on the promise of hidden truths, secret agendas, and revelations mainstream media supposedly ignores. But not every “explosive” report is journalism — many imitate investigative reporting while relying on speculation, emotional appeal, and outrage-driven narratives.
Why it matters: Manipulated online exposés do more than mislead audiences. They fuel the wider spread of information disorder that distorts public understanding of important issues, while also creating confusion that delays scrutiny and accountability for public officials who benefit from or are targeted by manipulated narratives.
For context: Recent controversy surrounding political commentary platform Peanut Gallery Media Network or PGMN has renewed scrutiny over how individuals and groups claiming to be journalists can profit from content that blurs the lines between journalism, commentary, and online spectacle.
- PGMN came under scrutiny after its founder Franco Mabanta and four others were arrested over allegations they attempted to extort P300 million from former House Speaker Martin Romualdez in exchange for not running a supposed investigative piece.
- Following Mabanta’s arrest, media advocates and journalism practitioners warned against labeling PGMN personalities as members of the press, cautioning against pseudo-newsrooms that mimic the conventions of legitimate journalism without adhering to its ethical and verification standards.
- On May 10, PGMN uploaded an almost two-hour video on its YouTube channel targeting Romualdez, packaged in the style of a documentary and narrated by their “lead anchor” Camille Jensen “CJ” Hirro.
- Hirro was subpoenaed by the National Bureau of Investigation as her name was included in a complaint-affidavit filed by the Romualdez camp.
The real deal: In journalism, an exposé is not simply controversial or “explosive” content. It is a rigorously verified investigation meant to uncover information that powerful individuals or institutions would rather keep hidden.
- Media scholars Bill Kovach and Tom Rosenstiel, in The Elements of Journalism, argue that the “discipline of verification” is what separates journalism from propaganda, entertainment, or manipulation.
- Legitimate exposés rely on documents, on-record interviews, multiple sources, and independent and transparent reporting methods.
- Kovach and Rosenstiel also stress that journalism requires independence from political, financial, or personal interests that could compromise accuracy and fairness.
- Journalism’s watchdog role is meant to hold power accountable and provide citizens with reliable information needed for democratic participation — not merely generate clicks, outrage, or online engagement.
Tell-tale signs: PressOne.PH has long monitored online content that mimics the language, aesthetics, and urgency of explosive news coverage and breaking news to push misleading or manipulative narratives. A recent study analyzing hundreds of disinformative videos in the Philippines identified recurring patterns in how these fake “exposés” are presented online.
- Many use urgency-driven phrases such as “KAKAPASOK LANG,” “BREAKING,” “PASABOG,” or “YARI NA” to create an illusion of authority and immediacy, pressuring audiences to react immediately instead of verifying the claim first.
- Titles are often written in all caps with excessive punctuation, emojis, and alarming words designed to imitate emergency alerts or television breaking news tickers. Red graphics, “LIVE” badges and the use of news lingo “story” or “report” are also commonly used to stop users from scrolling past the content.
- Thumbnails frequently feature exaggerated facial expressions, split-screen confrontations, digitally altered images, or edited tears meant to visually frame who the “winner” and “villain” are before audiences even watch the video.
- Fake exposés also tend to abandon cautious journalistic language. Instead of saying a person was “allegedly” involved, they often present unresolved claims as settled facts using emotionally loaded and absolute wording.
- Research showed that narratives spread in this format rely on outrage, humiliation, fear, and conflict because emotionally charged content is more likely to spread quickly across social media platforms.
What this does: Studies on digital news consumption and disinformation warn that pseudo “exposé-style” content can reshape public understanding of political events by exploiting emotion, distrust, and the speed of social media.
- The Reuters Institute Digital News Report 2025 found that concern over online misinformation remains high in the Philippines, with many Filipinos saying they struggle to determine what information online is real or false.
- Researchers have also warned that repeated exposure to manipulative or misleading political content can erode public trust in journalism and democratic institutions, especially when fake narratives are repeatedly encountered before factual reporting catches up.
- Because emotionally charged and conflict-driven content spreads faster online, false or misleading “exposés” can dominate public attention and distort discussions around real-world issues, investigations, and accountability efforts.
Bottom line: In the age of viral content and algorithm-driven outrage, looking and sounding like journalism is no longer enough. More than ever, audiences must learn to distinguish verified reporting from content or hit pieces designed mainly to provoke, manipulate, and mislead, as well as selectively attack specific personalities.
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