Communication in

the Pre-Historic
Age
Oral Culture - Communal time for
learning and socialization
Preliterate Cultures - Individuals were tasked
- Cultures that existed with relating to younger
before the invention of members
writing
- Communication = face to African/Native American Tribes
face - Oral history =
- Communication = disseminated = Griots
interpersonal (talking chiefs)
- During communal campfire
Language events
- Existence = structured - Preserved the tribe’s
societies w/ defined culture
cultures
- Chieftains/Kings would Message Distortion
send riders to convey - Passed messages lose
messages detail and gain some detail
- History became
Knowledge intertwined with myth &
- Passed on by word of legend
mouth
- Adults instructed younger People who held knowledge
members - Very powerful & influential
in the community
Storytelling
- Invaluable teaching tool Word of Mouth to
Symbols & Images to
Campfires
Writing
Early Cave Drawings/
Petroglyphs/ Rock Carvings
- Clue of the desire of
prehistoric societies to
preserve their culture
Disadvantages
- Single, uniform meaning is
impossible to get
- Could mean different
things
- Interpretation depends on
resemblance of image
Images
- Scratched onto rock
surfaces
- Smeared using plant
pigments
Chauvet Cave
- South Africa
- 30,000 B.C
- Rare cave drawings
- Men & Animals & other
objects
- Primitive, Powerful
expressions of the identity
& culture
Pictogram
- Evolved from rock carvings
- Picture based writing
- More formalized &
Standardized
Hieroglyphs
- More sophisticated
Pictograms
- Used in Egypt
China, Babylon, Mesopotamia
- Own systems of picture-
based writing
- Had standardized meaning
- Systems of writing
emerged
- Writing mediums also
emerging
Leaves & Clay Tablets
- Writing apart from walls
- Information started to
become portable
Disadvantage of Pic. Based
Writing
- 1 simple idea = conveyed
w/ many symbols
- Difficult to understand
- Inaccessible to population
Scribes
- Responsible for recording
info
- Understand pic. Based
writing
Sumerians
- Developed means of
writing similar to Modern
Writing
- Developed Cuneiform
- Standardized symbols to
represent specific speech
sounds as opposed to
physical objects
- Very efficient & clear in
conveyin idead
 - Express ideas the way
they’re spoken
Alibata or Baybayin
- Philippines’ syllabary for
representing sound
- 17 characters
- 16th century
Primitive forms of Paper
- Papyrus Sheets &
Parchment
- Information = written down
= rolled for future
reference
- Information stored for
longer periods of time
- Used in Egypt, Greek, &
Rome
T’sai Lun
- Chinese Bureaucrat
- Perfected papermaking
process
- Pressed, stretched, dried
mixture of water & tree
bark onto rags
- Paper + developments of
writing systems = new age
in civilization
David Owen (2004)
- Historian
- “Made ideas permanent,
portable, permanently
reproducible”
Writing
- Permanence to spoken
language
- Precursor to knowledge of
alphabet systems
Syllable Alphabet
- Fully developed by Greeks
in 800 BCE
- Literate culture was
thriving
- Primitive books to bound
manuscripts
Reproduction
- Expensive, painstaking,
long
- Available to those who can
afford
- Books = clergy & nobility
Writing
- Slow to develop
- People w/ access =
monopolize the power &
knowledge available
Pen & Paper
- Written Messages = travel
long distances, no
distortion
- Delivered more accurately
- Conscripts & messengers
on horseback = strategic
roles
Development of
Literate Culture
Writing
- Signaled dawn of literate
culture
 - History, knowledge put
into writing & passed to
one generation to another
Communication
- Happen on long distances
Local Culture
- Started to expand
Travels of Traders
- Keep records of business
transactions
- Journal events in military
front
Royal Proclamation &
Conscripts
- Disseminated w/ greater
accuracy & less distortion
Letters
- Maintain relationship w/
person in a diff. place
Power
- Shifted to highly literate
people
- Learn to read & write
Great Library of Alexandria
- Largest collection of
scrolls
- Greatest repository of
knowledge
Religion
- Spread thru written
literature
Torah
- Central reference of
Judaism
- Written artifact of faith =
Jews
- Written in Hebrew
- From parchment from cow
- 18 months to finish 1 scroll
Civilizations - Expanded
Communities
- Less interested in
surviving
- Acquire wealth thru
trading & conquest
Empires
- Replaced small local
communities
Trades
- More diversified
Literacy
- Move up social hierarchy
- Tool for social awakening,
power, influence
Literate Individuals
- “The learned elite”
- Looked up for knowledge &
capabilities
Democratic Society
- Literate minds questioned
the way things were
- Politics was born
Printing Press
- Literacy available to all

Invention of
comm. media in
The Printing Press
Chinese
- Wooden blocks in ink
- Clay type presses
- Disadvantage: Print one
message
Korea (13th Century)
- Simple movable press
- Characters placed on clay
blocks & arranged into
message printed
- Print books for the nobility
- Not durable enough for
mass printing
Johannes Gutenberg (1446)
- German blacksmith &
goldsmith
- Mechanical moveable
printing press
- Metal letter molds
- Very durable & can be
rearranged to form words
- Information printed in large
qty.
- Ushered in Printing
revolution
- Driving force of Industrial
Revolution (mid 18th
century)
-
-
Mass production
Knowledge is available =
not monopolized by Roman
Church
Gutenberg Bible
- 1st major book mass
produced in Europe
- 20 M volumes , 7K titles of
books (14th Century)
- Newspapers – 17th century
Written Communication
- Available to many
Duplication
- Permitted standardization
& preservation
Mass Communication
- Eliminated monopoly of
knowledge & information
- Knowledge based culture
was thriving
Steady dissemination
- Evidence of new bodies of
knowledge
Industrialization
- Machines took over
difficult labor
 - People = more time to
devote to learning &
leisure activities
Morse Code &
Telegraph
Telegraph
- Samuel Morse, Joseph
Henry, Alfred Vail
- Send pulses of electric
current on EM controlled
wires across 2 stations
- Start of
telecommunications age
- Foundation for later
technologies
Morse Code
- Communicating using the
telegraph through a series
of signals
- Long pulse – dash
- Short pulse – dot
- Assigned specific series of
dots & dashes to alphabet
1 Real time Message (1844)
st
- Over an experimental wire
- “What hath God wrought”
- Washington D.C. to
Baltimore, Maryland
- 61 km
Telegrams (1866)
- Sent from U.S. to Europe
- Telegraph offices set up to
pay fee for telegram
Radio Communication & Code
(1890)
- Used in WW1 & WW2
- Send messages between
bases & military units
Invention of Telephone
Alexander Graham Bell (1876)
- Edinburgh, Scotland
- Next step in transmitting
info = transmitting human
voice
- Age 29, device to talk to
Watson
- “Mr. Watson, come here, I
want to speak with you”
Telephone
- Independently invented &
patented by Alexander
Graham Bell & Elisha Gray
- Bell experimented w/ limits
of telegraph
1. Morse Code
2. Short messages
only
- Allowed real time
communication between 2
individuals over large
distances w/o use of
decoding system
1st Long Distance Telephone
Line
- 1877
- Telephone transmitter
- Emile Berliner
1st commercial telephone
exchange
- 1878 in U.S.
Technology
- Networks controlled on
switchboards
- Manned by operators
- Facilitated calls
1st Coast to coast long dist. Tel.
call
- 1915
-Telephone calls without
operators
-Telephone lines into direct lines
-Revolutionized way people
communicate
Invention of Radio
- Audio communication over
long distances
- Without the usage of wires
- Usage of Electromagnetic
Waves transmitted through
air.
- Revolutionized the way
info was sent and received
- Disadvantage: Only
transmitted sound
Guglielmo Marconi
- Italian inventor
- Possible to send signals by
placing antennas close to
ground
- Send & receive signal =
Radio
1st Radio Message (1901)
- Across Atlantic ocean
Radio Applications
- Communicating with ships
w/ no wires
- 1st radios = Morse code to
comm.
Vacuum tubes
- Further refinement
Christmas Eve (1906)
- Sound transmitted 1st time
- Prof. Reginald Fessenden
- “O Holy Night” to ships
Commercial Potential of Radio
(1920)
- Radio Stations for music &
prog.
- Golden Age of Radio
- Lasted until 1940s
- Portable to be sold
commercially
Compact Radios (1948)
- Fit in pockets
Radio listening
- Pastime & Necessity
- For entertainment
- Stay informed
- Role of radio became clear
in WW2 = broadcasted
news
Invention of Television
- Next step was to transmit
images
Paul Nipkow
- Russian Scientist
- Technology for
transmitting pictures
- Invented Nipkow disk
- Project image
mechanically
- Images with 18 parallel
lines
- Higher pixels = clearer pic
John Logie Baird (1928)
- Transmit moving images
from London to Hartsdale,
NY
- Sold a minute of airtime
- T.V. as most lucrative
industry of era
1950
- Replaced prominent place
of radio in living room
- T.V. programming closely
followed radio
programming
Conclusion
- Industrial age had many
inventions
- Paved the way for later
technologies

Vladimir Zyworkin
- 1st practical television
camera (iconoscope tube,
1923)
- 1929, Kinescope
- Improved picture tube

Philo Farnsworth (1927)

- 1st public electronic
television

1939
Innovations of
- T.V. public debut at
World’s Fair, NY

programming
comm. media in
- 1st scheduled T.V.

- Television sets for sale

Invention of Computer
1948 - Writing = means to
- Cable T.V. transmit words
 - Printing press = means to
learn
- Radio = transmit human
voice
- T.V. = means to transmit
images
Charles Babbage
- English mechanical
engineer
- Programmable, mechanical
computer
- Invented Difference Engine
- Machine that performed
navigational calculations
- Developed plans for
analytical machine
- “Father of the Computer”
Henry Babbage (1906)
- Simplified version of his
dad’s idea
H.L. Hazen & Vannevar Bush
(1927)
- Differential Analyzer
George Stibitz (1939)
- Scientist of Bell
laboratories
- Application of Boolean
Logic to computers with
his Model K Invention
Konrad Zuse (1939)
- Invented Z2 computer
Elektro (1939)
- Robot computer
- Debut at World’s Fair
- Moved & responded to
command
David Packard & Bill Hewlett
(1940)
- Found Hewlett-Packard
- Developed computerized
test equipment
- HP 200A Audio oscillator
- Testing recorder
equipment & speaker
systems
George Stibitz (1940)
- Complex Number
Calculator to American
Mathematical Society
1950s
- Evolved from analog
designs to complex digital
designs
Alan Mathison Turing
- Modern computer
- Turing Machines
-Computer for
analysis
-Solve mathematical
prob.
- Conceived the idea of
machine performing task
of all machines
- Significant role in breaking
the German Nazi Code
Colossus
- 1st electronic, digitally
programmable computing
device
ENIAC
- Electronic Numerical
Integrator And Computer
- John Mauchly & J. Presper
Eckert in University of
Pennsylvania
- High speed electronics &
programmed for complex
problem
Personal Computers
- After WW2
- Compact
Transistors, Closed Circuit,
Silicon Microchips
- Computer advancement
Intel 4004 Central Processing
Unit
- 1st single chip
microprocessor
- Ted Hoff, Federico Faggin,
Stanley Mazor
Microprocessor (1981)
- Production of smaller
computers
Programmable
- Feature distinct from other
machines
- Can be given instructions
in the form of Computer
Programs
Computer Programs
- Stored in computer’s
memory
- Existence of word
processors, web browsers
Internet
- Harness capacity of
computers to create
networks
Communication in
Electronic Age
Information Age
- High-tech global society
- Rise & Proliferation of
digital industry
- Focuses on information as
an important commodity
- Managed & used to further
industrialization
- Characterized by surge of
information available to
masses
Computer/Digital Age
- Computerization of daily
transaction processes
through technology or
internet
-Electronic age spawned the
Information age
Informtation Age
- Characterized info as
highly valuable commodity
 Information is used as an
Economic Resource
- Human capital = important
- Refers to education,
knowledge, experience of
members of society as
valued resources
- Intellectual capabilities >
Physical Labor
- Rely on knowledge to
solce problems in society

There is greater use of

information among the General
Public
- Be aware & expand
perspective of world
- Take control of own
learning
- Seek info themselves &
use info for own purposes
- Increases public
discussion

Information sectors are

developed w/in the Economy
- Industries & Sectors utilize
info
- Develops info content

Communication
providers
- Specifically respond to
information need of sector
- Information sectors

in New ensures the dissemination

of sector specific
information
Characteristics of an - Books, magazines,journal
- Keep the public informed
Information Society
- By Nick Moore
 Diversification of Information
Sources
- Sharing info = everyone as
source of information
- Downside: Accuracy of
content = not always
guaranteed
- Individuals spread false
Use of information in information
-
the New Digital Age Smart, Mobile, Wireless
Technologies
Availability of Information - Smart Technology – high
- Available 24hrs, 7 dys/wk performance/ multi-task
- Readily available thru devices
internet - Power efficient & Env.
- Available across devices friendly
and on multiple platforms Presence of User Generated
Innovation
Content - Discovery of new ways of
Internet Access & Usage - Users are producers
doing things of
- Increase in Internet Internet content
- Continuously improving
Service Providers (ISP) - Social previous
Media inventions
lowered the cost of - Necessary before technology
internet access = Unit Conclusion
is perfected
affordable
- People spend more time in -Both are critical factors to
Invention
using internet to access progress of civilization
- Development/ creation of
information new technologyfor
-Paving ways newer
not
technologies
available in past
Saving & Storage of Files - Every invention =
- Micro floppy disks to Cloud revolution
storage - People learn new skill
- Save data across multiple - Start as rough ideas
servers & locations gradually learn to integrate
instead on computer in daily living
device
- Available even away from
device

The Print Media

- Accessed thru internet
Classification of Media
1. How they disseminate
information to mass
audience
2. What kind of information
they disseminate

Print Media
- Refer to paper publications
in physical editions
- Circulated & distributed Newspapers
among readers - Oldest mass medium
- Daily or weekly
Readership – audience
- Leading & most trusted
- Size of readership –
source of information
determines the reach &
- Information source of
scope of influence of
choice
medium
- No longer convenient
- Newspaper – general
source of info = modern
readership
technologies
- Magazines – Narrow
- Market decline
readership
- Oldest medium of mass
National Newspapers
communication
- Circulated throughout a
Pass along readership
country
- Readers who
- Large readership
borrowed/bought the book
- News of national
from initial readers
importance
- Published everyday

Large Metropolitan Newspapers

- Daily newspapers
circulated in big cities
- Cover citywide news

Medium-Sized Newspapers
 - Circulated in communities
w/ smaller populations
- Community papers
Special Service newspaper
- Very defined audience
segments
Editorials – Contain writer’s
opinions
- Written as reaction to
current news & social
issues
- Not considered news

Davao Catholic Herald

- Asia’s longest Catholic
Newspaper
Modern Newspapers
- Balance of news &
features
Johan Galtung & Marie H. Ruge
- 1965
- Analyzed International
news stories
- Find factors what made
news stories be on 1st page

Articles - Write ups about Headlines

specific events - Stories that exhibits high
news value
Reporters - Go out into field and
cover events Value Meaning
Immediacy Has it happened
News Articles – Purely based on recently? Is it still
facts happening?
- May be local news
Senate inquiry
International News hearing on
- Events happening in other corruption
countries Familiarity Does it mean
something to me?
Features Can I relate to it?
- Based on fact but
considered as hard news Communer
- “Other side of the news” difficulties, gas
prices
Columns – Opinion articles Amplitude Is it a big event?
- Free to write any topic Does it affect many
- Not considered news people?

Pacquiao Vs.
 Mayweather SONA
ASEAN Summit Holidays
Exclusivity Is this the only Surprise/Od Is it a rare
paper that has this dity occurrence? Is it
story? an unexpected
event?
Exclusive interview
with the whistle Solar eclipse
blower of govt. Continuity Has it already been
corruption previously defined
Negativity Is it bad News? as news? Is it a
Bad news = more follow up to a story
trustworthy than that has already
good news been previously
reported?
Government Elite Does it involve
announces a rise in Nations/Ppl prominent
price of basic countries? Does it
commodities involve famous
Frequency Is it something that celebrities &
frequently happens personalities?
during the course
of the day? Oscars
NY Fashion Week
Extreme traffic, fire Balance Is it used to
incidents counterbalance
Unambiguit Is it clear? Are the stories?
y effects obvious?
Does it need Politician accused
background of corruption gives
knowledge to be statements on
understood? accusation against
him
Implementation of
Bangsa Moro Basic Books & Monographs
Law - Printed works bound
Predictabilit Is it predictable? together
y Do we expect it to - Portability & Shelving
happen? - Stand alone or several
installments

International Standard Book
Number
- ISBN – present in every
book
International Standard Serial
Number
- ISSN – journals, periodicals
Fiction – writer’s imagination
Non-fiction – facts and
knowledge
Textbooks – schools
Professional books – educational
reference volumes
Broadcast
Trade Books – general
information material
Religious Books – Bibles
Mass market paperbacks –
appeal to a broad readership
(self-help books, romance
novels, diet books)
Commissioned books –
predetermined market
Publisher -determines how many
copies to be printed
Magazines
- Published periodically
- Specific readers
Paid Circulation
- Copies are purchased on a
per issue basis
Non-paid Circulation
- Given away to readers
Consumer/Popular Magazines
- Paid & Non-paid
- Newstands & Bookstores
- Loaded with advertising
messages
- Variety of feature articles
- Leisure/ Pleasure
Trade Magazines
- Professional magazines
- Aimed at specific
industries
- Advertisements are
specific to industry
catered
Broadcast Media
- Disseminate information
through electromagnetic
means
- Transmitter = source
- Received in multiple
receivers
- Transmitted “on air”
- Fastest and most efficient
media
Radio Broadcasting
- Amplitude Modulation (AM)
- Frequency Modulation (FM)
Format
- Type of consistent
programming
- Music format = largest
Scholarly Journals
category
- Target scholars, professors…
- Disseminating academic
findings
 - Talk format = news
Features of Radio
1. Universality
- Most widely used medium
- Studies- at least 1 radio in
house
2. Portability
- Take along media
3. Passive & Supplemental
- In the background media
- Multitasked
4. Selective
- Targeted at specific
audiences
- Niche medium = attracts
small audiences
High Definition Radio
- Radio quality of music in
CDs
Satellite, Internet, Mobile Radio
- Newer version of
traditional radio
- Born by onset of
advancements in
information age
Podcasting – Recording of
broadcast programs = download
Television
- Broadcast of sounds &
images
- Audio-visual medium
- More attention – use 2
senses
- Dominant medium for news
& entertainment
Television Programs
- Pre-recorded or Live
Television Shows
- News and current affairs
programming
- Documentary programs,
news at specific time
- Entertainment
programming
- Sitcoms, talk shows
New Media
- All forms of digitized media
- Coming together of pre-
existing forms of media
Electronic Mail
- Sending messages via
telecommunication links
- Multiple messages sent

Short Message Service, Text

Msgng
- Communication through
brief electronic messages
- Text, images, videos
- Personal messages

Video Conferencing
- Face-face communication
- Communicate w/ full range
of message cues (face &
gestures)

Instant Messaging (IM)

- Real-time communication
- Based on typed text
conveyer
- Best for shorter messages
that require immediate
response
- Best utilized if both online

Online Social Networking

- Connecting w/ people of
common interests
- Can be done without
technology (social
networking only)
- Meeting people using
Media and the
websites & technologies to

Way we Live
connect
- Post and Share information

Functions of Media to
Society
Macro perspective – Look at
societal level
- Media System & Society =
interdependent
relationship
Fourth Estate of the Realm
(Media)
- Executive, Legislative,
Judiciary
- Responsible for monitoring
events of society
- Form of surveillance =
continuous observation of
a place, person, group to
gather information
Warning / Beware surveillance
- Media as your eyes & ears
- Aware of immediate
threats
- Calamities
Instrumental Surveillance
- Keep informed of things
that we need in daily life
- Weather, exchange rates
Surveillance Function
- Trust & Credibility
- Factual information
- Integrity, accuracy,
balance, and fairness as
highest standards
- Provides meaning of
information
Interpretation Function
- Widen perspective of
society
- One point is never
accurate
Passivity
- Views & Perspectives are
accepted by audience
without critical thought
Linkage Function of Media
- Connect regardless of
location, distance, time
- Most important function of
media
- Help maintain existing
relationship
- Find people with same
interests
- Connect segments of
society
Socialization Function
- Transmission of values
- Ways we are taught &
adopt behavior & values
- Parents = primary
socialization agents
- Media = more influential
than parents
Entertainment Function
- 70% for entertainment
- Give pleasure = means of
escape
- Most lucrative media
industry
Uses of Media to
Society
Micro perspective – Look at
individual level
Elihu Katz, Jay Blumler, Michael
Gurevitch
- Focused how audience
used media content
Uses and Gratification Theory
- Satisfy variety of sources
to satisfy needs or drives
Media Gratifications
- Actual needs are satisfied
by media
Four Categories
1. Cognition
- The act of knowing about
something
- -Common use of media =
obtain information and use
for thinking
2. Diversion
- Use media to relieve
boredom or pass time
- Basic human need for
alternative activities
Seeking Intellectual / emotional
stimulation
- Recreational Activities &
hobbies
Relaxation
- Opposite to stimulation
Emotional Release
- Catharsis = release of pent
up emotion or energy
- Movies
3. Social Utility
- Address need to initiate or
maintain contact
- Media as social currency =
social interaction is
possible
4. Withdrawal
- Buffer from surroundings
- Step out from current
reality
Unit Conclusion
Media Convergence
- Media hybridization
- Information is available on
multiple media
- Provides more options for
access & control to media
consumers
 - Migration of content could - Mobile devices
cause other media to fade
away
- Results in redundancy of
professions

Traditional to E-Publishing
- Books online
- E-books = digital copies of
book downloaded onto a
device
- Print On Demand (POD) =
book printed upon
purchase

Newspaper and Media

Convergence
- Accessible Online
- Able to post comments
- Interact with it
- Negative: Financial impact
– lost in advertisers

Magazines to Webzines
- Reader interaction &
special features

Movie theaters/T.V. to D.V.D,

Pay Per View and Microcinema
- Microcinema – small scale
movie productions
- Interactive Television – tell
providers what they want

CD’s to MP3s
- Illegal file Sharing thru
Peer 2 Peer software
sharing

Home gaming to Internet gaming