OLIVAREZ COLLEGE

DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL

COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
THE EVOLUTION OF TRADITIONAL MEDIA TO NEW MEDIA

I. OUTCOMES OF LEARNING
1. Identify traditional media and new media and their relationships;
2. Identify the theories on media and information;
3. Assess the quality and extent of your own media habits and appreciate the evolution of media that paved the way
for the latest media gadget we have today; and
4. Editorialize the roles and functions of media and democratic society.

II. LESSON PRESENTATION

Imagine living in the Prehistoric Period. Which picture do you think is formed? You should typically think of making
fire by cavemen and bringing primitive stone tools that look like those used by the Flintstones or the family of the
Croods.

PREHISTORIC AGE (200,000 BCE – 4,000 BCE)

What does prehistoric mean? Prehistoric refers to the period before a

written or documented history occurs.

This era is divided into two periods: The Stone Age and the Metal Age.
They’re called as such because of the tools used by the prehistoric people
during those times.

Since the tools were relatively rough and sharp, archaeologists believe that
a system of writing had not yet existed during this period. As prehistoric
men learned how to sharpen their tools and use them for hunting, they
also acquired the knowledge about how to use those materials in carving
stones. Eventually, this paved the way for them to create a system of
writing, which marked the beginning of the historic period.
https://www.freepik.com/free-vector/prehistoric-stone-age-icons-
set_4265882.htm

PREHISTORIC ART AS THE EARLIEST FORM OF TRADITIONAL MEDIA

1. Petroglyphs – These may be carvings or engravings in rocks or caves.

2. Pictographs - Characterize words or phrases by pictures or symbols and used to refer to drawings or paintings
that usually depict nature, giving us the glimpse of the early people’s way of life.

Angono-Binangonan Pertroglyphs Prehistoric rock painting pictographs of animals and humans. Libya.
https://www.pinterest.ph/pin/111464159510302585 https://www.sciencephoto.com/media/898568/view/pictograph-of-animals-and-humans-libya

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
3. Manunggul jar – This was excavated from the Tabon Caves in Palawan. This work of art dates back from 890
to 710 BC. Archaeologists conclude that Manunggul jar reflects the belief of the early Filipinos about death. The
two figures at the top of the jar’s handle represent the journey of the soul in the afterlife.

4. Megalithic Art - This art involves the method of arranging

or stacking together artistically the stones or big rocks for a
specific purpose, which still remains a mystery to most
archaeologists. The Stonehenge, located at the Salisbury
Plains in England, is a perfect example of megalithic art. It
dates back to around 3000 to 2000 BC. Archaeologists
assume that the Stonehenge is either a burial site or a spot
to be used by the early settlers to learn about astronomy. Stonehenge
https://www.english-heritage.org.uk/visit/places/stonehenge/history-and-
stories/stonehenge360/

5. Oyayi orhele - Represents a mother’s care and affection by singing her child to sleep.

6. Cańao - A performance that was used to demonstrate the religious beliefs of a tribe. The natives from the
Cordillera Administrative Region are performing the canao as a way of offering.

7. Cave Painting – (Also identified as parietal art) was drawn on cave walls or ceilings. Humans mainly appear
as pictures of hands, often hand stencils created by blowing pigment on a hand placed on a wall.

8. Body Art – Body painting was occasional, done in the human skin, and lasted a day or a few weeks. Typically
worn during events and gatherings

Manunggul Jar Oyayi or Hele

A perfomace of cañao
https://www.clickthecity.com/travel/artic https://www.flickr.com/photos/nccaofficial/1
dancehttps://www.youtube.com/watch?v=mfyKgQ3B14Q
le/29679/travel-itinerary-12-essential- 8448905215
things-to-do-when-in-metro-manila/

INDUSTRIAL AGE (1700’s – 1930’s)

Many people associate factories and machinery with manufacturing.

How do you think factories and computers are connected to each other?

 During this time, technology has shifted from using hand tools
to running power-driven machines. Examples of these
machines are the power loom and steam engine, which made
the development and operation of factories better and easier.

 Industrial Age has changed the people’s way of life as new

technologies, such as steamboats and steam locomotives,
have made transportation easier.
https://evolutionofmedia342.wordpress.com/2016/08/12/the-
electronic-age-the-rise-of-global-village/

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
 Selling of goods was improved. The idea of mass production or manufacture of products in large
quantities has been implemented, increasing the need for larger and improved machines.
 The steam press was developed; the printing of materials like newspapers were much faster,
cheaper, and easier.
 Industrial City is a location where many factories are located or constructed. Such factories employ
local people as employee or staff. Different factories also produce different products, such as textiles,
paper products, electronic parts, and chemical products, among others.
 Communication during the Industrial Age was also made possible by the invention of the telegraph.
The telegraph is a device used to relay messages from a distance through a wire.William Cooke and
Charles Wheatstone patented the first commercial electric telegraph in 1837.

Steam powered printing machine Steam powered printing machine

https://ageofrevolution.org/200-object/koenigs-steam-powered-printing-press/ https://ageofrevolution.org/200-object/koenigs-steam-powered-printing-press/

ELECTRONIC AGE (1930’s – 1980’s)

The word electronic is generally associated with the

products that use using electricity. Desktop computers and
television sets are types of electronic devices. But what exactly
does electronic mean?

 Electronic refers to an item that has electronic

components, such as sensors, transistors and
microchips, which work when connected to an
electrical outlet.

 People used the power of transistors that

contributed to transistor radio, electronic circuits, https://webstockreview.net/pict/getfirst
and early computers.

 Electronic Age marked the start of modernization process, as electronic equipment became more
functional and reliable.

 Long distance communication has become more effective in this period.

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2

INFORMATION AGE (1900’s – 2000’s)

 With the use of technology, we can collect information faster everywhere and anywhere.

 People may visit the websites of online newspapers or institutions that provide the particular
information that they need. Nowadays, important details are not only expressed through texts, but
also in the form of images, videos, and music.

 New media channels are also available online, as well as the installed applications on the latest
devices such as iPads and tablets. For such information can now be saved, accessed, and exchanged
in general.

 Information Age is often known as the Digital Age or the New Age because it has given rise to new
media and digital technologies. While most
devices still operated by electricity during this
period, their multifunctional capabilities include
sending text messages, making video calls,
listening to music, playing games and even
watching films that make them differ from the
machines used in the Electronic Age.

 Information Age has improved what it can

offer to consumers with regard to gadgets and
devices that can make their way of life not only
functional and comfortable, but also deliver
https://isdmmt.com/10-tips-on-how-to-kick-start-your-digital-marketing-career/
endless possibilities.

RELATIONSHIP BETWEEN TRADITIONAL MEDIA AND NEW MEDIA

https://www.techfunnel.com/martech/branding-business-new-media-vs-traditional-media-advertising/

New media is certainly very useful at the present time, but this does not mean that traditional media has
already become useless. New media is also important and popular as it has a broader scope and a larger audience.

Some people, for example, live in rural areas where there is no electricity. Because of this, they cannot use
the internet to search for the latest news. Despite of this, they can still be aware and educated by listening to the
radio and reading newspapers.

In fact, some of the older generation still prefers the use of traditional media as they find the old-fashioned
newspapers as a credible source of information written by veteran journalists. On the other hand, some older
people still love digital technology, using the newest devices and heading to movie houses.

Choosing of media is based on one’s needs, desires, and lifestyle, because both traditional media and new
media will fulfill their goal of keeping the people informed and helping us remain connected.

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2

ROLES AND FUNCTION OF MEDIA IN A DEMOCRATIC SOCIETY

Democracy comes from the Greek word demo (people) and kratos (rule). In a democratic society, the welfare
of the people is essential and the government protects their right. Below are the roles and function of media in a
democratic society.

1. Monitoring Function – Inform the citizen of what is happening.

2. Information Function – Educate the audience on the interpretation and importance of facts.
3. Opinion Function – Provide a platform for public political discussion; promote the formation of public opinion
and feeding that opinion back to the public.
4. “Watchdog” role of journalism – Give publicity to government and political institutions.

SELECTED THEORIES ON MEDIA AND INFORMATION

Nowadays, accessing information and communicating with others is simple and convenient, since there are
different types of media that we can use. Besides inventors who have made high-end devices to enhance our
information and communication technology (ICT). With these theories, our modes of communication have become
more powerful and reliable.

1. Media Richness Theory – It is also referred to as Information Richness Theory. Richard L. Draft and
Robert H. Hegel introduced this theory in the 1980s. In this notion, communication acts as a medium that
can reproduce information. Media Richness Theory can be used to determine the richness or
multifunctional capabilities of different forms of communication, such as phone calls, video conferences,
and emails.
According to this theory, personal communication strategies, like texting and making video calls, are
usually more effective than other media types as the desired message is delivered directly to the receiver.

2. Information Processing Theory – This theory suggests that human process the information they
receive instead of simply responding to stimuli. Also the mind is like a computer that analyzes the
information it gets from its environment. The Information Processing Theory is also associated with the
cognitive development approach in psychology.

3. Contingency Theory– Based on Joan Woodward’s work in 1958, the Contingency Theory argued about
the impact of technology and other variables in organizations. Contingency Theory states that a variable
can change the actions and the structure of an organization in order to complete a task.

4. Media Naturalness Theory–This theory was proposed by Nereu “Ned” Kock on the basis of the idea of
human evolution. Through this theory, Kock suggests that face-to-face communication is the most normal
form of communication. Media Naturalness Theory also argues that communication should be better
established and that the meaning should be more easily understood when people speak in person. It
claims that the farther the sender is from the receiver, the more difficult it is to process information and
interprets the message.

5. Media Synchronization Theory–According to this theory. It is better if people who need to

communicate are all present and available in real time. Media synchronization Theory also emphasizes that
communication requires interaction as it has two processes: conveyance and convergence. Convey means
to make something known to other people, while converge means to come together to set a mutual
interest, purpose or goal.

6. Channel Expansion Theory – Proposed by John Carlson and Robert Zmud in 1999, the Channel
Expansion Theory implies that an individual selects a form of media to be used for communication based
on his or her experience in managing that type of media alongside the person he or she wants to speak
with and what their topic is all about.

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2

I
III. NTERACTIVE DISCUSSION QUESTIONS

Directions: Answer the following questions on the space provided.

1. Does technology shaped us or is it us who shaped technology? Why?

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2. If you were a journalist, would you risk writing about the facts even though it would put your life in
danger? Why?
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3. In your opinion, would traditional media such as newspapers and magazines, become obsolete in the
future? Why?
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4. How does media influence the way people think?

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2

IV. VALUES REFLECTION

What life lessons and values have you realized and learned about the evolution of traditional media to new
media?

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V. ACTIVITY ENGAGEMENT

CREATIVE TIMELINE

Directions:

 Create a TIMELINE that shows the Evolution of Traditional Media to New Media.
 Timeline should include dates of events with description.
 There should be a minimum of 5 pictures highlighting some of these events.
 You may create drawings (from the given box below), explosion box, animation, short video presentation etc.
 You may send your work in mp4 format (for videos and animation), jpeg format (drawings).
 Use the rubrics below as your guide.

Rubrics for the activity: CREATIVE TIMELINE

EXCELLENT MEETS MOST NEEDS

EXPECTATIONS EXPECTATIONS MET IMPROVEMENT
4 3 2 1
CONTENT / FACT Facts were accurate Facts were Facts were accurate Facts were often
for all events accurate for at for at least 60% of the inaccurate for events
reported on the least 80% of all events reported on the reported on the
timeline. events reported on timeline. timeline.
the timeline.
DATES All dates indicated on At least 1 of the At least 2 of the dates Dates are inaccurate
timeline are correct dates or sequences or sequences are not and/ or missing for
and are sequenced in is not in the proper in the proper order. several events.
the proper order. order.

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
APPEARANCE Highly attractive Timeline looks nice; Some Difficult to read in
timeline that stands efforts were clearly erasing/scribbling many areas; looks
out clearly and is made to take time visible; mostly easy to kind of “thrown
creatively completed. to complete. read. together”. Hard to
read and appears
unfinished.
GRAPHIC AND All images are All images are used Some pictures are on No images are
PICTURES effective and clearly and relate to timeline, but one or included.
relate to items on timeline events. more connections are
timeline; balanced unclear.
with text use.

VI. RESEARCH EXPLORATION

Directions: Analyze the following research abstract and cite its implication on the evolution of traditional media to new
media.

The Impact of New Media on Traditional Media

Lavanya Rajendran and Preethi Thesinghraja (2014) College of Engineering, Anna University, Chennai, India

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
Abstract
“Social media and other online news sources, also known as the “new media”, have become an integral part of
modern society. The presence of such new media, social media in particular, has threatened the existence of printed
newspaper. The effect of this threat is felt on the circulation of print newspapers, especially in the USA.. The average
daily circulation of US newspapers declined 7% in the last and first quarters of 2008 and 2009 respectively, according to
the latest data from the Audit Bureau of Circulations. The data indicate that a shift in consumer behavior has led more
people to get their news and information online (New York Times, April 2009). However, the impact of the new media
on print media is still manageable in India. This study aims to understand the impact of new media and print media on a
representative subset of the Indian population. The research involves a thorough survey methodology and presents
expert interviews to identify the preferred media for reading News. It also quantifies the social changes triggered by the
advent of new media and user generated content. Our studies show that the drop in circulation of print media can be
attributed to the younger sect of the Indian population, which prefers the interactive nature of the new media and the
reduced latency with which they can access news.”

Analysis: How do new media differ from traditional one? And what is its impact on society and its content?

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Implication: How can the result of this study helps in utilizing both the new and traditional media as a platform of
resources?

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I
VII. NTEGRATION PROCESS AND SYNTHESIS

SYNTHESIS

THE EVOLUTION OF TRADITIONAL MEDIA TO NEW MEDIA

 Prehistoric Art is the oldest type of Traditional Media. During the Stone Age, prehistoric people have used these
crude stone tools to construct objects that are now known as rock art.
 .Industrial Age is a time of history that involves the changes in economic and social organization.
 Electronic Age started when electronic equipment, including computers came into use.
 Information Age gave ordinary citizens the opportunity to become instant reporters by sharing current issues
using new media.

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
 Traditional Media remain a credible source of information. When it comes to the news, there is no replacement
for a truthful, balanced story.
 New media has a way to accurately target relevant audience, which results for the message to be delivered to
the right person. It has a two-way form of communication that actively engages its users in every conversation,
and it can easily be accessed by anyone in a number of ways.

INTEGRATION

Directions: Using Venn diagram, describe the common characteristics and differences between Traditional
Media and New Media.

Traditional Media New Media

VIII. ASSESSMENT OF LEARNING

Directions: Choose the letter that best describes the statement in each number.

A. THE EVOLUTION OF TRADITIONAL MEDIA TO NEW MEDIA

a. Prehistoric Age
b. Industrial Age
c. Electronic Age
d. New Age

________1. Cave art conveys that the human race has a rich heritage.
________2. Mathematicians use computers to help them measure huge numbers.
________3. People can access online newspapers using an iPad or tablet.
________4. Newspaper production was made faster during this period.
________5. The early computers used to be bulky and heavy because their internal parts were larger.
________6. Carmina is using her tablet to watch videos.
________7. Greg discovered that Stonehenge was an example of Megalithic art.
________8. Rey was unable to watch the news on television because the electricity had gone out.
________9. Michael drove his grandfather’s vintage car, which runs on fuel.

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
_______10. Lovely uses her typewriter to create a letter to her sister.

B. THEORIES ON MEDIA AND INFORMATION

a. Media Richness Theory

b. Contingency Theory
c. Media Naturalness Theory
d. Information Processing Theory
e. Media Synchronization Theory
f. Channel Expansion Theory

_______1. Vilma sends messages to her clients via phone calls, video conferences, and e-mails.
_______2. Renz created a well-organized PowerPoint presentation so that his clients will be able to interpret
the details clearly.
_______3. Wella and her team need a new high-end laptop to make a better video presentation.
_______4. Arthur met his client at the regional office so that they could talk personally about a project in detail.
_______5. James chooses to use an android phone over an iPhone because of its functionality and features.
_______6. Thomas will sign in at 11:00 P.M. Since his client from Europe is living in a different time zone.
_______7. Because of the pandemic, students of section Barnard used messenger and zoom applications to
talk about their research activity since they cannot go outside to meet personally.
_______8.The management of FPC Inc. created a systemthat they might use to reach to their work-from-home
employees and monitor their attendance, productivity and also for consultation,for them to operate
unproblematically during lockdown.
_______9.Gel watches math tutorials from her iPad. She brings the information in, manipulates it and stores it
ready for future use.
_______10.Gilu accidentally deleted the file for their group presentation on her phone. She immediately texted
her group mates and called their teacher about the incident.

IX. NETWORK LINKS, ONLINE SOURCES AND REFERENCES

Network Links

Venn diagram (help to visually represent the similarities and differences between two concepts.)
https://www.investopedia.com/terms/v/venn-diagram.asp

Online Sources

The Prehistoric Ages: How Humans Lived Before Written Records

https://www.history.com/news/prehistoric-ages-timeline

Industrial Age
https://en.wikipedia.org/wiki/Industrial_Age

The Electronic Age

https://technicshistory.com/2017/06/21/the-electronic-age/

Information Age
https://en.wikipedia.org/wiki/Information_Age
Research Abstract

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LESSON 2: The Evolution of Traditional Media to New Media
 OLIVAREZ COLLEGE
DR. PABLO R. OLIVAREZ – SENIOR HIGH SCHOOL
COM 001: MEDIA AND INFORMATION LITERACY
Module No. 2
Rajendran, L. & Thesinghraja, P.(2014). The Impact of New Media on Traditional Media. College of Engineering,
Anna University, Chennai, India. Retrieved from: Middle-East Journal of Scientific Research 22 (4): 609-616,
2014 ISSN 1990-9233 © IDOSI Publications, 2014 DOI: 10.5829/idosi.mejsr.2014.22.04.21945)

References

Magpile C. (2016), Media and Information Literacy (Enhancing Education through Effective Communication.
Quezon: The Inteligente Publishing, Inc.

RevanoT. JR. (2016), Media and Information Literacy for Senior High School. Manila: Mindshapers Co., Inc

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LESSON 2: The Evolution of Traditional Media to New Media