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Media and Information

Literacy
Quarter 3–Module 4:
Evolution of Media (Traditional to New Media)

Development Team of the Module

Writer: Jaime Agustin G. Garong IV
Editor: Rolylyn H. Dado
Reviewer: Ann Marjorie V. Pico
Layout Artist: Froilan G. Isip

Management Team Zenia G. Mostoles EdD, CESO V, SDS

Leonardo C. Canlas EdD CESE, ASDS
Rowena T. Quiambao CESE, ASDS
Celia R. Lacanlale PhD, CID Chief
Arceli S. Lopez PhD, SGOD Chief
June D. Cunanan EPS- English
Ruby M. Jimenez PhD, EPS-LRMDS

Published by the Department of Education, Schools Division of Pampanga

Office Address: High School Boulevard, Brgy. Lourdes,
City of San Fernando, Pampanga
Telephone No: (045) 435-2728
E-mail Address: pampanga@deped.gov.ph
Introductory Message
For the Facilitator:

Welcome to the Media and Information Literacy Alternative Delivery Mode

(ADM) Module on Evolution of Media from Traditional to New Media.

This module was collaboratively designed, developed and reviewed by

educators from public institutions to assist you, the teacher or facilitator in helping
the learners meet the standards set by the K to 12 Curriculum while overcoming their
personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and
independent learning activities at their own pace and time. Furthermore, this also
aims to help learners acquire the needed 21st century skills while taking into
consideration their needs and circumstances.

As a facilitator you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing them to
manage their own learning. Furthermore, you are expected to encourage and assist
the learners as they do the tasks included in the module.

For the Learner:

Welcome to the (Media and Information Literacy) Alternative Delivery Mode

(ADM) Module on Evolution of Media from Traditional to New Media.

Evolution of Media from Traditional to New Media demonstrate an

understanding of the historical background of media and information; basic theories
of media and information systems; and concepts of ownership, control, and
regulation of media.

This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and time. You
will be enabled to process the contents of the learning resource while being an active
learner.
 What I Need to Know

This module will assist you in determine the evolution of media when it was
started, introduced and developed. As days goes by changes and improvements are
done in order to be more efficient, productive and easily to operate by the users.

As you progress in this lesson, you will determine the evolution / changes in
every era, it gives you deeper understanding on topic of discussion and allow you to
imagine how they created.

This will be useful for you both in performing well in the activities given in most
of your lessons in different subjects requiring the use of this skill and in providing
sound judgements and responses on other text read from other sources such as
news and information found on websites and the like.

For the learner

Nowadays technology is all over the place, you can see it on smartphone,
gadgets, and laptop that we use it in research, surfing blogs, email/messaging,
gaming, music, communicating to our love once. But we know where it all started? In
this topic will help us to turn back time and be enlighten where it all began.

At the end of this module, you are expected to:

1. define traditional media and new media

2. identify the evolution of media
3. compare traditional media and new media
4. recognized the functions of communication and media
 What I Know

Determine the following if it is Traditional Media or New Media. Write TM if

Traditional Media and NM for New Media. Write your answer in your notebook.

1. Radio 6. Television

2. Tabloid 7. Paperback Novel

3. Magazine 8. Web Video Portals

4. Facebook 9. Online Video Games

5. Broadsheet 10. Online Telephony and messaging capability

Lesson
Evolution of Media from Traditional to
4 New Media

In this lesson, the learners will be able to examine the technology or

resources available during the prehistoric age, the industrial age, the electronic age,
and the new or digital age, identify the devices used by people to communicate with
each other, store information, and broadcast information across the different ages.

Evolution of Media

Engage the learners in a discussion on how media and information has

evolved throughout history. There are four stages, Pre-Industrial, Industrial,
Electronic and Information. Communication began as drawing on walls of caves &
carving on barks of tress.
 As population increased, people became more dispersed and settlements
were built, mostly in areas where they can find food. This development altered how
people communicated with one another, how people passed on information across
diverse and dispersed group of people. Institution emerged and became sites
whereby knowledge is communicated, and conduits whereby communication
transmitted.

What’s In

Complete the following ages of evolution, provide answers to fill in the table.
Write your answers in your notebook.

What format/ What format/ What format/

equipment did people equipment did people equipment did people
Age
use to communicate use to store use to share or
with each other? information? broadcast information?

Pre-Industrial Age

Industrial Age

Electronic Age

Information Age

What’s New

As you can see in this illustration, these are the stages of evolution of
communication. Where it started for the first word that curved from stones and know
in the present, we use our smartphones / gadgets to communicate.

Answer the questions in 1-2 sentences and write your answers in your notebooks.
1. What can you say about the evolution of
communication?
2. What can you say about in the picture?
3. This evolution of communication helps
us? Yes/No, why?
 What is It

Discussion of Activity 1
Traditional media refers to advertising channels that have been used for
decades. Examples are television, magazines radios, etc. while New media are
forms of media that are computational and rely on computers from redistribution.
Examples are computer games, social media, websites, etc.

List three (3) advantages and disadvantages for each type of media. Write
your answers in your notebook.

Advantages Disadvantages

Traditional Media

New Media

What’s More

Independent Activity 1
In Traditional and new media are the key factor in evolving in media, before
media is limited, one directional and sense of receptors used are very specific. But
new media experience is more interactive and the audience will be more involved
and can send feedback simultaneously.

Construct a list of possible media sender, media messages, media receivers

and media context by completing the table. Give at least 3.

MEDIA SENDER MEDIA MESSAGE MEDIA RECIEVER MEDIA CONTEXT

EX. Television advertisement TV reviewers Philippines
1.
2.
3.
Independent Assessment 1
Comparing traditional and new media, answer the following questions. Answer
should be 2-3 sentences and write it in your notebook.

1. In your own opinion what is the most efficient in searching of media? Why?
2. In traditional and new media, identify examples that helps you in your daily
life? Why?

Independent Activity 2
In functions of media, almost everyone gets his or her information about
world, national, and local affairs from the mass media. This fact gives both print and
broadcast journalism important functions that include influencing public opinion,
determining the political agenda, providing a link between the government and the
people, acting as a government watchdog, and affecting socialization

In this activity, answer this question, “Media and society in general, and
individuals, in particular are both responsible with and to each other” Why is it so?
Answer in 3-5 sentences and write your answers in your notebook.

Independent Assessment 2
The following examples are functions of media. Choose the best answer from
the choices given, and write your answers in your notebook.

A. Information C. Opinion E. Serve as channel for the advocacy of political

views
B. Monitoring D. Watchdog

1. I Wander 6. Pork Barrell Scam

2. Superbook 7. TV Patrol & 24 Oras
3. CNN News 8. SONA (State of the Nation Address)
4. Matanglawin 9. Signing of air broadcast of ABS CBN
5. Amazing Earth 10. ABS CBN Hearing franchise renewal controversy

Independent Activity 3

Media in the Philippines, had 225 television stations, 369 AM radio broadcast
stations, 583 FM radio broadcast stations, 10 internet radio stations, 5 shortwave
stations and 7 million newspapers in circulation. Some media outlets, such as IBC
(television) and the Philippine Broadcasting Service (radio), are government-run.
Most outlets are privately owned. The most widely read newspapers are the Manila
Bulletin, The Philippine Star, Philippine Daily Inquirer, Business Mirror, and Business
World.
 In this activity will make a survey in your home and your neighbors make a list
of what TV station and radio station do they use every day. After collecting the data,
list down from highest to lowest in TV station, and radio station. Minimum of 10
respondents, and place it on your notebook.

Television station Radio Station

Television station respondents Radio Station respondents

Independent Assessment 3
In the Philippines, we have many ways in showing our opinions, suggestions
and beliefs. Like in social media, in streets in the form of rally.

Look at the image below and answer the questions. Answer in 2-3 sentences and
write it on your notebook.

1. What can you say about

this picture?

2. What function of media

they use? Explain.

What I Have Learned

The functions of communication in an organization are to inform, persuade,

and motivate. Informing provides data and information to employees so that they can
make educated decisions.

Now that you learned about the roles and functions of media. Explain the following
questions in 2-3 sentences. Write your answers in your notebook.

1. Given the available media that we now have in the world, what are its roles
and functions in a democratic society?
2. In what way does media affect your life (personal, professional, academic,
social, others)?
 What I Can Do

List 3 gadgets/social media that had popular with the millennial. The first one
is done for you.

Started Evolution Benefits

Example. Desktop Laptop You can carry/use it anywhere you want
1.
2.
3.

Assessment

Choose the best answer. Write your answer in your notebook.

1. In this era, people discover fire, developed paper from plants and forge weapons tools
with stone, bronze, cooper and iron.
A. electronic
B. industrial
C. information
D. pre industrial
2. Which of the following media is from Industrial Age?
A. Cave painting
B. Mainframe computers
C. Typewriter
D. Virtual reality
3. In this era, people used the power steam, develop machine tools, established iron
production, and the manufacturing of various products (including books through the
printing press)
A. electronic
B. industrial
C. information
D. pre industrial
4. At what age did people improved the power of transistors the led to the transistor radio,
electronic circuits, and the early computers?
A. electronic
B. industrial
C. information
D. pre industrial
5. Which of the following forms of media is NOT from Electronic Age?
A. large electronic computers
B. mainframe computers
C. portable computers
D. transistor radio
6. The invention of the transistor ushered in the _______ age.
A. electronic
B. industrial
C. information
D. pre industrial
7. Which of the following function of communication and media is NOT from
Information function?
A. Ancient X files
B. Matanglawin
C. National Geographic
D. Rappler
8. It is characterized by internet that paved the ways for faster communication and the
creator of social network
A. electronic
B. industrial
C. information
D. pre industrial
9. Which of the following medium is used during the electronic age?
A. clay tablets
B. cloud and big data
C. LCD projectors
D. virtual reality
10. Which of the following statements is not true about pre industrial age?
A. Paper is made out of papyrus
B. China has the old newspaper which is the Dibao
C. People used typewriter as tool for communication
D. People have learned how to make tool out of stones

Additional Activities

Do the following task. Write your answer in your notebook.

 Make a list of types of media that are used at your home.
 Ask your family members what types of media are usually using? And what
they can help in their everyday life’s.
What I Know Independent assessment 2 Assessment
1. TM 1. B 1. D
2. TM 2. A 2. C
3. TM 3. D 3. B
4. NM 4. E 4. A
5. TM 5. A 5. B
6. TM 6. A 6. A
7. TM 7. C 7. D
8. NM 8. A 8. C
9. NM 9. B 9. D
10. NM 10. E 10. B
Answer Key
References

https://wearewhitehat.com/blog/2019/old-media-vs-new-media/
Slide share (Arnel Piring , David G. Boog)
Media and Information Literacy (DepEd)

Media and Information Literacy by Boots Liquigan, Diwa Learning System Inc. p19
Wikepedia, Tech Funnel(techfunnel.com)
wucomsvisualliteracy.wordpress.com