3. The Evolution of Traditional to New Media ‘Atthe end of the lesson, you should be able to: + Explain how the evolution of media from traditional to new media shaped the values and norms of people and socie* + Identity traditional media and new media and ther relationships. 1. Pre-istorc Age (1500 8¢ - 1500 AD) During the pre-historic time, lfe was simple. The concen of the members of the community were food, wate, shelter, reproduction, and safety from natural occurrences and wild animals. The main medium of communication was through orallanguage. People created sounds and symbols to refer to the material world around them. They provided names for the sources of food on land and in water. Men learned how to sharpen their tools and used the tools for hunting and in carving stones, Examples of forms of Media: in rocks or caves Carvings or engravings PictographsMegalithic Art 2. Industrial Age (17005-19305)Industrial age started in England and other European countries in the 18th century, There was a shift from agricultural and handicraft economy to an economy dominated by machines and machine manufacturers, The Industrial age marked the use of iron and steel, New energy sources were also used including fuel, coal, steam engine, petroleum, and the combustion engine. New machines, transportation, and communication were developed, Some of these development replaced the use of human energy. SIGNIFICANT INVENTION IN THE FIELD OF COMMUNICATION AND THE IMPACT TO HUMAN CIVILIZATION, Movable type printing press (1450)‘The printing press by Johannes Gutenberg which meant mass-producing of written texts . Having more copies of these texts gave humans the liberty to read them at their own pace and to share them to others, Libraries and other repositories ‘were built due to the growing number of produced and reproduced reading materials. The Gutenberg Bible was the first book printed with movable metal type. Telegraph | INDUSTRIAL AGE (1700S TO 1930S) TELEGRAPH Telegraph is a system used for transmitting messages from a distance along a wire, especially one creating signals by ‘making and breaking an electical connection. The invention ofthe telegraph led humans to instantly connect with each cther even in great distance. This paved the way to the invention of more recent technologies such as telephone, mobile phone, television, an the Internet ‘Telephone (1876)A system that converts acoustic vibrations to electrical signals in order to transmit sound (typically voices) over a distance Using wire or radio, 3. Electronic Age (19305-19805) Transistor Radios Televisions (1941)‘Tne invention of transistor mark the electronic age. People hamessed the power of transistors that led to the development of transistor radio, television, and early computers as media of communication. Long distance communication became more efficient Example Forms of Media Transistor Radio ‘A transistor radio is a small portable radio recelver that uses transistor-based circuit, TelevisionTelevision a system used for transmitting visual images and sound that are reproduced on screens. Televison is used to broadcast programs for entertainment, information, and education Computer Television a system used for transmitting visual images and sound that are reproduced on screens. Televison is used to broadcast programs for entertainment, information, and education 4 |nformation Age (also known as the Computer Age, Digital Age, or New Mecia Age)In the information Age, digital technology and Internet become pervasive and become part of the everyday lfe ofan (Example: Internet banking, online shopping). The internet is used in zation, and other activities, TRADITIONAL MEDIA Traditional media are those form inthe earlier periods ((rom Prehistoric Age to Flectronic Age), New Media isthe InternetTRADITIONAL MEDIA includes radio, television, newspaper, books, magazines, paperback novel. These are the characteristics and functionalities that traditional media offer One-directional ‘The media experience is limited since the sense receptors used are very specific (print media requires sense of sight, radio requires sense of hearing, and television and file require both) No direct feedback. The audience or the receiver ean not send or provide a direct feedback to the sender of the message. NEW MEDIA s the Internet. This includes Web Video Portals, Online Video Games, Online Telephone and Messaging Capability, and others. These are the characteristics and functionalities that traditional media offer “The experience is more interactive ‘The audience are more involved ‘The audience can send feedback simultaneously Integrates all the aspect ofthe traditional media ‘The next video will explain to you the difference between New Media VS Traditional Media, Watch only the frst § minutes of the video,