JIMMY B. FONG is an assistant professor of mass communication at the Department of Communication, College of Arts and Communication, University of the Philippines College Baguio (UPCB). He has a BA degree in Mass Communication (Journalism, Broadcast Communication, cum laude) from UPCB and an MA degree in Communication (Journalism from the U.P. College of Mass Communication in Diliman. He is pursuing his doctoral studies in Philippine Studies from the College of Arts in Leters in U.P. Diliman.