Lesson

Evolution of Media
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An important development with the growth of digital media has been the move
from a traditional communication model of ‘one to many’, characteristic of print and broadcast
media, to a ‘peer to peer’ model that facilitates collaborative creation and sharing of content.
As content is digitized, it becomes accessible from a multitude of devices, including radio,
television, personal computer and, perhaps most importantly, the mobile phone, which is
emerging as the dominant platform for delivering content of all kinds. The digitalization of
voice, image, sound and data – known as convergence – is creating new opportunities for
interaction. This lesson will talk about the media development breakthrough with the human
history.

What I Need to Know

Learning objectives
In this lesson, you will:
 Identify traditional media and new media, and their relationships.
MIL11/12EMIL-IIIb-5 (Activity 4.1);
 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 (Activity
4.2);
 Editorialize the roles and functions of media in democratic society.
MIL11/12EMIL-IIIb-6 (Activity 4.3)
 Search and look up the latest theories on information and media.
MIL11/12EMIL-IIIb-7

What I Know
Pretest
Direction: In a separate sheet of paper, write the letter of the correct answer.
1. Which of the following is used to store information during the electronic age?
a. Telegram b. Radio c. Books d. Typewriter
2. Typewriter first appeared in ____________.
a. Pre-industrial age c. Industrial Age
b. Electronic Age d. Information Age
3. What format/ equipment did people use to communicate with each other during Industrial
Age?
a. Traditional paper and writing materials c. Paper and Pen, Typewriter
b. Telegraph, Telegram, Telephone, Computers d. None of these
4. What are different types of new media?

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 a. The internet, CDs, DVDs c. Television, films, books and
newspapers.
b. Novels, poems, fiction and non-fiction d. Radio, television, monkeys
5. While the potential impact of the IoT is considerable, a concerted effort is required to
move beyond this early stage. In order to optimise the development of the market, a
common understanding of the distinct nature of the opportunity is required. Which of the
following IS NOT the key feature of IoT?
a. The Internet of Things can enable the next wave of life-enhancing services across
several fundamental sectors of the economy.
b. Meeting the needs of customers may require global distribution models and
consistent global services.
c. Information overload across platforms of media.
d. Device and application behavior will place new and varying demands on mobile
networks.

6. In a democratic society, its role is pivotal in keeping the government, companies, and
powerful individuals accountable to the masses. The media has the power to spotlight
and expose those who abuse their power. The first thing dictators do to control the flow
of information is to control the media, what news stories they can run. Their role is to
objectively provide the facts in the context they are expected.
a. TRUE b. FALSE

7. The modern age of business and consumerism is increasingly driven in a global fashion
with international brands in many vertical industries. In order to support the development
of a viable service ecosystem, i.e. one that meets customer expectations in an
economical manner, globally consistent service enablers will be a key requirement. For
companies in vertical industries, the ability to deploy their services across several
countries. Which of the following is NOT an IoT-inspired device?
a. Smart Watch c. Augmented Reality
b. 3D printing and Sensors d. Billboards

8. What format/ equipment did people use to store information during the Information Age?
a. Printing press or books, Computers
b. Printing press or books, Digital books, Personal computers, Mobile phones, Smart
phones,
c. Wearable technology, Social Media
d. Both b and c

9. A positive view of the political role of the media sees it as...

a. a way of keeping people harmlessly amused when times are hard.
b. a way of promoting constructive 'role models' for young people.
c. much more trustworthy than politicians
d. at its best, a potential check on executive power.

10. While the Internet of Things (IoT) will ultimately have an enormous impact on consumers,
enterprises and society as a whole, it is still at an early stage in its development. These
are the following industrial sector may arise EXCEPT:
a. Intelligent buildings
b. Energy services and national security
c. PCs, tablets and handset data
d. None of these

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 What’s New
Activity 4.1 Traditional to New Media

“ Titanic, in full Royal Mail Ship (RMS) Titanic,

British luxury passenger liner that sank on April 14–15,
1912, during its maiden voyage, en route to New York
City from Southampton, England, killing about 1,500
passengers and ship personnel. One of the most famous
tragedies in modern history, it inspired numerous stories,
several films, and a musical and has been the subject of
much scholarship and scientific speculation.” RMS Titanic departing Southampton on 10 April 1912. Retrieved
from: https://en.wikipedia.org/wiki/File:RMS_Titanic_3.jpg
Source: https://www.britannica.com/topic/Titanic
Contributed by: Amy Tikkanen
Retrieved on : May 22, 2020

What you will do

Activity 4.1 Traditional to New Media

In your notebook, try to answer the following:
1. If the Titanic sank somewhere in the Atlantic Ocean, how do you think the news reached
people in England and New York at that time? Indicate any form of communication you
might think of that is existing during that time.
2. If the Titanic sank today, in what format would people receive or read the news? Indicate
your favorable form of media format you can think that is existing during this time and
discuss why you chose this media format.

What is It
Discussion
More than 1,500 people died in the sinking of the Titanic, but more than 700 survived.
Those who did owed their escape to the newest communications technology of the time:
wireless telegraphy.
Media fulfills several basic roles in our society. One obvious role is entertainment.
Media can act as a springboard for our imaginations, a source of fantasy, and an outlet for
escapism. It can also provide information and education. Information can come in many forms,
and it may sometimes be difficult to separate from entertainment. Today, newspapers and
news-oriented television and radio programs make available stories from across the globe,
allowing readers or viewers in London to access voices and videos from our country or
neighboring nations. Books and magazines provide a more in-depth look at a wide range of
subjects. Similarly, it can be used to monitor government, business, and other institutions.
These are how media and information has evolved throughout history. It is described
into four ages.

Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from plants,
and forged weapons and tools with stone, bronze, copper and iron. Examples:
• Cave paintings (35,000 BC) • Clay tablets in Mesopotamia (2400 BC)

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• Papyrus in Egypt (2500 BC) • Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century) • Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD)
Industrial Age (1700s-1930s) - People used the power of steam, developed machine tools,
established iron production, and the manufacturing of various products (including books
through the printing press). Examples:
• Printing press for mass production (19th century) • Newspaper- The London Gazette
(1640)
• Typewriter (1800)Telephone (1876) • Commercial motion pictures (1913)
• Motion picture photography/projection (1890) • Telegraph
• Motion picture with sound (1926) • Punch cards
Electronic Age (1930s-1980s) - The invention of the transistor ushered in the electronic age.
People harnessed the power of transistors that led to the transistor radio, electronic circuits,
and the early computers. In this age, long distance communication became more efficient.
Examples:
• Transistor Radio • Television (1941)
• Large electronic computers- i.e. • Mainframe computers - i.e. IBM 704(1960)
EDSAC (1949) and UNIVAC 1 (1951)
• Personal computers - i.e. Hewlett- • OHP, LCD projectors
Packard 9100A (1968), Apple 1 (1976)
Information Age (1900s-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 wearable technology. Moreover, voice,
image, sound and data are digitalized. We are now living in the information age. Examples:
• Web browsers: Mosaic (1993), • Blogs: Blogspot (1999), LiveJournal
(1999), Wordpress (2003) • Smart phones
Internet Explorer (1995) • Cloud and Big Data
• Social networks: Friendster (2002), • Microblogs: Twitter (2006), Tumblr (2007)
Multiply (2003), Facebook (2004)
Video: YouTube (2005) • Wearable technology
• Video chat: Skype (2003), Google • Augmented Reality / Virtual Reality
Hangouts (2013)
• Search Engines: Google (1996), • Portable computers- laptops (1980),
Yahoo (1995) netbooks (2008), tablets (1993)

As Briggs and Burke note, these advances meant that “hundreds of thousands of
components could be carried on a microprocessor.” The reduction of many different kinds of
content to digitally stored information meant that “print, film, recording, radio and television
and all forms of telecommunications [were] now being thought of increasingly as part of one
complex.” This process, also known as convergence, is a force that’s affecting media today.

What you will do

Activity 4.2 Knowing You Media at Different Ages

In your notebook, try to fill in the table on the next page.
.

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 What’s More
Enrichment

ROLES OF MEDIA IN A DEMOCRATIC SOCIETY

Transitions from one technology to another have greatly affected the media, although
it is difficult to say whether technology caused a cultural shift or resulted from it. The role of
the media is vital in generating a democratic culture that extends beyond the political system
and becomes engrained in the public consciousness over time.
Media fulfills several roles in our democratic society, including the following:
1. Channel . It provides opportunities for people to communicate, share ideas,
speculate, tell stories and give information.
2. Watchdog. It exposes corrupt practices of the government and the private sector.
Creating a space wherein governance is challenged or scrutinized by the
governed. It also guarantees free and fair elections.
3. Resource center. It acts as a gateway of information for the society’s
consumption. Also, it becomes a keeper of memories of the community, preserver
of heritage and source of academic knowledge.
4. Advocate. Through its diverse sources or formats, it bridges the gap of digital
divide.
Media act as a catalyst for democracy and development, helping to make public
participation meaningful. If media is honest and committed in its job, democracy is bound to
function more efficiently and the loopholes present in any democratic system can certainly be
plugged to the fullest satisfaction of the people.
On the contrary, if media is biased, corrupt and favors only a particular party or few
individuals, it can prove to be very dangerous for the smooth functioning of democracy. No
one can become perfect and one can only strive to become so. The same holds true for our
media also. Certainly, there is still a lot of scope for improvement by which the media can rise
upon the aspirations of the people for which it is primarily meant.

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 What you will do

Activity 4.3 Your Thoughts Count

Instruction: Make a Cartoon analysis of the given illustration. Write your answer in a
separate sheet of paper.
.
What can you say about this?

____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
____________________________________________
Retrieved from::
https://bloximages.chicago2.vip.townnews.com/
madison.com/content/tncms/assets/v3/editorial/1/

What’s New
Activity 4.4

What you will do

Activity 4.4 Your Internet Usage Matters

The human population was estimated to be 7.6 billion at the turn of the year, using an
estimate 8.1 billion devices connected to the Internet. In your notebook, try to answer the
following:
1. How often do you use the internet on any device/in any place?
2. Do any factor/s limit or prevent your use of the internet?
3. Can you enumerate the different ways you have known on how to use the internet?
4. Aside from the entertainment purposes, do you find a positive potential on using the
internet?
5. Explain briefly the concept of Internet of Things (IoT).

What is It
Discussion

INTERNET OF THINGS (IoT)

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 Mobile networks already deliver connectivity to a broad range of devices, enabling the
development of innovative new services and applications. This new wave of connectivity is
going beyond tablets and laptops; to connected cars and buildings; TVs and game consoles;
smart meters and traffic control; with the prospect of intelligently connecting almost anything
and anyone.
The Internet of Things (IoT) refers to the use of intelligently connected devices and
systems to leverage data gathered by embedded sensors and actuators in machines and other
physical objects.
By which mobile operators have identified the following key distinctive features:
1. The Internet of Things can enable the next wave of life-enhancing services across
several fundamental sectors of the economy.
2. Meeting the needs of customers may require global distribution models and consistent
global services.
3. The Internet of Things presents an opportunity for new commercial models to support
mass global deployments.
4. The majority of revenue will arise from the provision of value-added services and
mobile operators are building new capabilities to enable these new service areas.
5. Device and application behaviour will place new and varying demands on mobile
networks.
A common understanding of the distinctive nature of this nascent opportunity should help
hasten this development. This has believed to be full blown in the next decade. The figure
depicts a Smart City.

What’s More
Enrichment

What I Have Learned

Generalization

Source: McKinsey internal research, GSMA

The IoT will also help widen access and improve quality of education and health

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In education, mobile-enabled solutions will tailor the learning process to each student’s needs,
improving overall proficiency levels, while linking virtual and physical classrooms to make
learning more convenient and accessible.

Source: McKinsey, GSMA, Qualcomm, GSV

The Internet of Things promises to deliver a step change in individuals’ quality of life
and enterprises’ productivity. Through a widely distributed, locally intelligent network of smart
devices, the IoT has the potential to enable extensions and enhancements to fundamental
services in transportation, logistics, security, utilities, education, healthcare and other areas,
while providing a new ecosystem for application development.
Inasmuch, information overload might the challenge of the coming generation. As a
empowered SHS student, truly your role is enhanced your media and information literacy in
order for you to be secured in this digital- driven world.

What’s More
Enrichment
Activity 4.5: Traditional Media VS New Media

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 The table shows the description of both kind of media. In a separate
paper, write the correct description that it refers to. Follow the given table below.

 Media experience is limited.

 Media experience is more interactive.
 One-directional.
 Audience are more involved and can response simultaneously.
 Sense receptors used are very specific( i.e., print media – sight, radio –
hearing, TV and films – sight and hearing)
 Integrates all aspect of old media.
 It includes social networking sites, blogs, podcasts, wikis, and virtual
worlds.
 It is much more of a two way affair and it allows consumers and users to
get more involved
 It has nothing to do with the internet.
 It is the older form of mass communication.

Traditional Media is ….. New Media is …….

What I Have Learned

Generalization

Complete the sentence stem below. Write your answers on a separate sheet of paper.
1. Traditional Media has been the
_________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

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_________________________________________________________________________
_______________.

On the other side, New Media is considered as

______________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_______________.

2. Roles of both media has shaped our democratic society today through
_________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_____________________.

One it of its benefits, is the emergence of the Internet of Things which is

__________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_____________________.

What I Can Do
Application

For this week, Make an essay for the given topic. Select only 1 from these topics.

1. Explain the statement of Marshall McLuhan that “The Medium is the Message”.

2. Does technology shaped us or is it us who shaped technology? Expound your

answer and give illustration.

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Your essay will be graded based on this rubric. Consequently, use this rubric as a guide when
writing your essay and check it again before you submit your essay.

Source: http://www.readwritethink.org/files/resources/printouts/Essay%20Rubric.pdf

Assessment
Posttest

Direction: In a separate sheet of paper, write the letter of the correct answer.
1. Which of the following is used to store information during the electronic age?
a. Telegram b. Radio c. Books d. Typewriter

2. Typewriter first appeared in ____________.

a. Pre-industrial age c. Industrial Age
b. Electronic Age d. Information Age

3. What format/ equipment did people use to communicate with each other during Industrial
Age?
c. Traditional paper and writing materials c. Paper and Pen, Typewriter
d. Telegraph, Telegram, Telephone, Computers d. None of these

4. What are different types of new media?

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 c. The internet, CDs, DVDs c. Television, films, books and
newspapers.
d. Novels, poems, fiction and non-fiction d. Radio, television, monkeys

5. Which of the following NOT included in the distinctive feature of Internet of Things?
a. IoT will enable life-enhancing services
b. Distribution models for IoT services are often global
c. New capabilities are being developed for IoT applications
d. Inflating demands on the mobile network

6. A primary function of an independent press in a free and democratic society is to:

a. provide news that is fair, balanced, and accessible to all people.
b. maintain social order by publishing stories that promote democratic values.
c. manage the way in which information is disseminated and presented to the public.
d. entertain audiences while supplying them with timely information on their
communities.

7. In a 30-minute local television news broadcast, four minutes are dedicated to a lead story
about a robbery at an area business. Two- to three-minute segments report on an incident
in which an individual was arrested for assault and on recent developments in a high-
profile criminal trial. This news describes the role of media as _____________.
a. Channel c. Watchdog
b. Resource Center d. Advocate

8. A high school journalist has spent weeks gathering information in order to develop a story
on changes in graduation requirements. The student has transcripts of interviews with
teachers and students, data and news releases from the state department of education,
and copies of practice graduation tests. This news describes the role of media as
_____________.
a. Channel c. Watchdog
b. Resource Center d. Advocate

9. A television news helicopter crew is first on the scene the afternoon a typhoon sweeps
through a midwestern town. The crew's aerial footage is fed to a national news bureau,
which in turn arranges to broadcast the footage that night on its national nightly network
news program. This news describes the role of media as _____________.
a. Channel c. Watchdog
b. Resource Center d. Advocate

10. While the potential impact of the IoT is considerable, a concerted effort is required to
move beyond this early stage. In order to optimize the development of the market, a
common understanding of the distinct nature of the opportunity is required. Which of the
following IS NOT the key feature of IoT?
e. The Internet of Things can enable the next wave of life-enhancing services across
several fundamental sectors of the economy.
f. Meeting the needs of customers may require global distribution models and
consistent global services.
g. Information overload across platforms of media.
h. Device and application behavior will place new and varying demands on mobile
networks.

11. In a democratic society, its role is pivotal in keeping the government, companies, and
powerful individuals accountable to the masses. The media has the power to spotlight
and expose those who abuse their power. The first thing dictators do to control the flow

16
 of information is to control the media, what news stories they can run. Their role is to
objectively provide the facts in the context they are expected.
b. TRUE b. FALSE

12. The modern age of business and consumerism is increasingly driven in a global fashion
with international brands in many vertical industries. In order to support the development
of a viable service ecosystem, i.e. one that meets customer expectations in an
economical manner, globally consistent service enablers will be a key requirement. For
companies in vertical industries, the ability to deploy their services across several
countries. Which of the following is NOT an IoT-inspired device?
c. Smart Watch c. Augmented Reality
d. 3D printing and Sensors d. Billboards

13. What format/ equipment did people use to store information during the Information Age?
a. Printing press or books, Computers
b. Printing press or books, Digital books, Personal computers, Mobile phones, Smart
phones,
c. Wearable technology, Social Media
d. Both b and c

14. A positive view of the political role of the media sees it as...
a. a way of keeping people harmlessly amused when times are hard.
b. a way of promoting constructive 'role models' for young people.
c. much more trustworthy than politicians
d. at its best, a potential check on executive power.

15. While the Internet of Things (IoT) will ultimately have an enormous impact on consumers,
enterprises and society as a whole, it is still at an early stage in its development. These
are the following industrial sector may arise EXCEPT:
a. Intelligent buildings c. PCs, tablets and handset data
b. Energy services and national security d. None of these

Additional Activity

Being an empowered SHS student, your role is to showcase your versality in all forms of
media. Perform the following instruction:
1. Draw on a short bond paper a political cartoon depicting your opinion about how
Philippine media performs its roles and functions in the Philippines which is a
democratic country.
2. Explain the message of your political cartoon in not less than 3 sentences.
3. Upload your output in your Facebook account and use the hashtag
#TraditionalToNewMedia.
4. Don’t forget to tag to your teacher for the said work of art of yours.

Great work! You are done with Lesson 4.

Have a break! You deserve one 😊
Then let’s take off to Lesson 5! So, read on!

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