THE EVOLUTION

OF MEDIA
The third period in media People harnessed the power
evolution is the Print Age. In of electricity that led to
The first period that is
this period, it emphasized on electrical telegraphy,
characterized by the prevalence
visual print. In the electrical circuits and the
of oral communication that
early large scale co
prehistoric people relied on. The “Gutenberg Galaxy”, the eye
mputers (through vacuum
medium of communication was became the dominant
tubes, transistors and
speech, and oral culture which sense; age of linear thinking, integrated circuits). In this
McLuhan describes as being and gave status to science age, long distance
structured by a “dominant and individualism. communication became
auditory sense of life”.
possible.

Age of Industrial Electronic New Media

Tribal Age Print Age
Literacy Age Age

The Industrial Age in media Technological advancement

McLuhan describes the
information literacy is how in the past decades has led
introduction of phonetics
technology alters the to profound changes in the
as a bombshell
usability of information for field of communication and
“installing sight at the
members of society. This media. McLuhan’s theory
head of the hierarchy of
involves various machines provided the world with a
senses. Human beings
such as printers and digital clearer picture of how media
learned to read and
has evolved and significally
write, which amplified the tools. Together, such
improved the way people
use of the sense of sight. equipment can assist people
communicate.
in producing and processing
media information.

Kristine Jhoy G. Lopez 12-STEM 1 MEDIA INFORMATION LITERACY