MODULE

THE EVOLUTION OF TRADITIONAL TO NEW MEDIA

2

INTRODUCTION

Media is a method of communication or form of publication commonly used to distribute news and
information. Cave paintings, homing pigeons and books were some of the earliest forms of
communication or media. The first newspaper varies in purpose and nature, news sheets,
newspapers, daily newspapers, etc. media literacy is the ability to access, analyze, evaluate and
create media. Media literate youth and adults are better able to understand the complex message
were receiving from television, radio, internet, newspaper, magazines, books billboards, video games,
music and all other forms of media.

In this module it is tried to access the ability of understanding of audiences regarding the contents
available in the different media through its evolution.

LEARNING COMPTENCIES

1. Identifies traditional media and new media and their relationship

2. Editorialize the roles and functions of media in democratic society
3. Search latest theory on information media.

TOPIC OUTLINE:

a. Prehistoric Age
b. Industrial Age
c. Electronic Age
d. New (Information) Age

To get the most of this module, here are some reminders for you

1. Take your time in understanding and reading this module.

2. Write down points and clarification and discuss with your teacher
3. Perform all the activities and worksheets as needed
4. Always ask for the guidance of our Almighty God by means of praying.

Dear Lord and Father of All

Thank you for ways in which you provide for all of us. For your protection
and love we thank you.
Help us focus our hearts and minds now on what we are about to learn.
Inspire us by your Holy Spirit as we listen and write.
Guide us by your eternal light as we discover more about the world
around us.
We ask all thus in the name of Jesus
Amen

SENIOR
1 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 PRE –
TEST:

Direction: answer each question based on your objective insight and critical thinking. Write your
answer on a separate sheet of paper. (5 points each)

1. If you are currently inspecting an actual cave painting, how would you feel?
2. In your opinion, would tradition media, such as newspapers and magazines become obsolete
in the future? Why or why not?
3. If you were a journalist during Martial Law, would you risk writing about the truth even if would
be endanger your life? Why or why not?
4. How does the transition period of media impact the lives of people as to their daily living?

TRANSITION OF MEDIA TIMELINE

SENIOR
2 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 DISCUSSION THE EVOLUTION OF TRADITIONAL TO NEW MEDIA
:

A: PREHISTORIC AGE 45,000 – 3501 B.C.E

 Refers to the time before the existence of written or recorded history.

 According to the archeologist, the Prehistoric occurred some 4.5 million years ago, or
approximately 30, 000 years ago.
 Stone age and the metal age.
 They are called such as because the kind of the tools that are prehistoric people used during
those times.

 Prehistoric men learned how to sharpen their tools and use them for hunting, they also
acquired the knowledge on how to use these materials in carving stones. Eventually, this
paved the way for them to create a system of writing, which marked the start of the historic
period.

PREHISTORIC AGE 45,000 – 3501 B.C.E

45,000 A Neanderthal carves on a wolly mammoth tooth
35,000 A bone with 29 notches , possibly a calendar
30,000 In what is now Germany, someone carves a horse out of pelvic bone
30,000 In what is now France, Chauvet cave dwellers draw on a walls
25,000 Rock painting, female figurines
23,000 In what us now Uganda, the Ishango bone, with complex math
markings
20,000 Spain Altamira caves have red and black drawings of bison and deer
20,000 In the Koonalda cave, Australia finger drawings on clay walls
10,000 Notches in bones in near East presumed to be a lunar calendar
10,000 Writing on skin, tattooing instruments found in Europe.
9000 Mesopotamia hunters gatherers settled down, start of the agriculture.
8000 In summer,clay tokens symbolize goods, like sheep, jars and oil
6200 Oldest known map,a town from Catal Hyk, Turkey
4800 In Egypt, evidence of astronomical calendar stone
4004 Bishop Ushher’s date, accepted by early protestant of the creation of
the world
4000 Egyptian pharaohs listen to the flute and harps
3800 Nile culture starts
3760 Starts of the Hebrew calendars
3700 In summer, token representing goods are placed in clay ball
envelopes.

 As the tools were relatively crude, archeologist believe that a system of writing had not yet
existed during this era.

SENIOR
3 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 B: INDUSTRIAL AGE 1700s - 1930

 The industrial age is the period of history that encompasses the changes in economic and
social organization that began around 1760 in Great Britain and later in the countries.
 People used the power pf steam, developed machine tools, established iron production and
the manufacturing of various products (including books through printing press.)
 Examples forms of media
a. Printing press for mass production (1900)
b. Newspaper – The London Gazette (1740)
c. Typewriter 1800
d. Telephone 1876
e. Motion picture photography/ projection 1890
f. Commercial motion pictures 1913
g. Motion pictures with sound 1926
h. Telegraph and punchcards

EXAMPLE FORMS OF MEDIA DURING THIS ERA

 Selling of goods is boosted during the industrial age. The concept of mass production or
manufacturing of goods in large quantities was introduced, increasing the demand for bigger
and better machines.
 Special equipment were fabricated to meet the specific needs of the different factories.
 Communication during industrial age also become viable because of the invention of the
telegraph.
 When printing cost marked down publishers started to print articles for the common interest of
the public.
 Most people associate factories and machine to industries.
 The industrial age began in the 18th century in Great Britain when the country made drastic
reforms to improve their economy.
 Technology shifted from using hands tools to operating power driven machines.
 In lot of ways, the industrial age has improved the people’s way living as new inventions such
as steamboats, and steam locomotives made the transportation faster.
 The earlier injustice experienced by the labors were also published in the new papers.

SENIOR
4 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 C: ELECTRONIC AGE 1930S TO 1980S

 The invention of transistor ushered in the electronic age. People harnessed the power of
transistor that led to the transistor radio, electronic circuits, and the early computers. In this
age, long distance communication became more efficient.
 Example forms of media are: transistor radio, television (1941), large electronic computers,
mainframe computers i.e. IBM 704 (1960), OHP, LCD Projectors

 Electronic refers to an object that has electronic components such as sensors, microchips,
which functions once its connected to electrical outlet.
 Industrial age and electronic age are quiet similar they thrived in manufacturing industries.
 Electronic and industrial age are different because of the equipment. Ex. Transportation and
communication.

D: INFORMATION/ DIGITAL AGE 1900S TO

2000S
 The internet paved the way for faster communication and the creation of the social network.
People advanced the use of microelectronics with the invention of personal computers, mobile
devices, and the wearable technology. Moreover, voice image, sound and data are digitalized.
We are now living in the information age.
 The information age has upgraded what it can offer to consumers in terms of gadgets and
devices that can make their way of life not only functional and comfortable but also offer
endless possibilities.

SENIOR
5 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 ROLES AND FUNCTIONS OF MEDIA IN A DEMOCRATIC SOCIETY

 Democracy comes from the Greek words “DEMO” means People and “KRATOS” means Rule
of the People.
 In democratic society, the welfare of the public is important and their rights are protected by
the government.

 This proves that in democratic society, the media roles are very crucial as it becomes a reliable
source of information.
 People in democratic society also used different media platforms as means to express their
opinion om social issue.
 With the massive reach of media, it can greatly influence people’s view and actions.

SENIOR
6 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 ACTIVITY 1

Recently we witness another pandemic which is the shutting down of ABS – CBN Corporation
for not allowing them to renew their business franchise. We all know that ABS – CBN is known for
the unconditional service in terms of disseminating information through media and broadcasting.
Many people are being affected when the senate formally announce that the said company will no
longer operates. Moreover, most of the employee’s appeal on the senate to please allow them to
renew their business franchise because it serves as the source of their living, but also, they are
promoting the press freedom when it comes to media as part of the democratic society.

Direction: Analyze the picture and the statement. Reflect the following questions below. Write your
answer on a separate sheet of paper. (5 points each)

1. As a member of a democratic society, what is your stand about the ABS – CBN shutdown?
2. Do you think ABS – CBN deserves the renewal of their business franchise? Depend your
answer?
3. Why media is important in our daily lives?

THEORY ON INFORMATION MEDIA

 Accessing information and communicating with other media are fast and easy because there
are different forms of media we can use.

SENIOR
7 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
SENIOR
8 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 POST – TEST:

Direction: Read the questions carefully and select the best answers by writing only the letter of the
correct answer on a separate sheet of paper.

1. ________ an early sound reproducing machine that used cylinders to record as well as
reproduced sounds.
a. Cassette c. Papyrus
b. Disk d. Phonograph

2. ________ mobile phone that performs many functions of a computer, typically having a touch
screen interface, internet access and an operating system capable of running downloaded
applications
a. Disc c. Smartphone
b. Papyrus d. Catalyst
3. ________ a venue or means to operate
a. Media c. Platform
b. Information d. Disc
4. ________ a prehistoric picture on the interior of the cave, often depicting animals
a. Cave painting c. Smoke signal
b. Papyrus d. Hieroglyphs
5. ________ an information storage device for a computer in a shape of a round flat plate that
can be rotated to give access to all parts of the surface.
a. Cinema c. Disc
b. Catalyst d. Cassette
6. ________ a material prepared in the ancient Egypt from the pithy stem of water plant, used in
sheet throughout the ancient Mediterranean world for writing and painting and also for making
rope, sandals and boats.
a. Media c. Information
b. Papyrus d. Platform
7. ________ a column of smoke used as a way of conveying a message to a distant person.
a. Cave painting c. Papyrus
b. Smoke signal d. Hieroglyphs
8. ________ a thin plastic disk carrying recorded sound, especially music, in grooves on each
surface, for reproduction by a record player.
a. Record music c. Disk
b. Phonograph d. Audio
9. ________a recording, reproducing, or broadcasting of moving visual images.
a. Video c. Record Music
b. Audio d. Phonograph
10. _______ a sealed plastic unit containing the length of audiotape, videotape, film, etc., wound
on a pair of spools, for insertion into a recorder or playback device.
a. Cassette c. Papyrus
b. Disk d. Catalyst

SENIOR
9 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12
 SUMMAR
Y

The evolution of media describes the history and development of media and technology. The
main aspect of the evolution of media is to widen the range of the telecommunication in the country.
This is to allow everyone fully access the freedom of the people in terms of media. This is to promote
the full capacity of the country on how they handle the rapid changes in the media world. Since,the
country handle the rapid changes on the community itself, technology also rises into different
platforms and as we go along with the transition of media people also adapt the current changes and
it really helps a lot in as to compare to the old era.

GENARALIZATIO
N

Direction: On a separate sheet of paper. Write a generalization about the question below.20 points.

“WHAT DOES MEDIA DO FOR US?”

Reference:

1. Media and Information Literacy Second Edition

Mark N. Abadiano Ph.d
2. http:/Google.com/search
3. The Evolution of Traditional to New Media
RJ Borja/slideshare.net
4. https://en.wikipedia.org/wiki/Media_literacy

SENIOR
10 HIGH SCHOOL LEARNING MODULE S/Y 2020 – 2021
MEDIA AND INFORMATION LITERACY G12