OBJECTIVES:

 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.

The evolution of media, from old media to new media, has transformed the way we understand the world
around us. New media is interactive and is user-generated while old media is a more traditional way of
communicating through television, radio, newspapers, magazines, books, etc.

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) - Cave or rock paintings are paintings painted on cave or rock walls and
ceilings, usually dating to prehistoric times. Rock paintings have been made since the Upper Paleolithic,
40,000 years ago. They have been found in Europe, Africa, Australia and Southeast Asia.

 Clay tablets in Mesopotamia (2400 BC) - Developed in Ancient Mesopotamia, clay tablets were used
for over 3,000 years. Scribes used a reed stylus to impress characters in moist clay. The tablets were
usually dried in the sun or sometimes fired in kilns. Documents were often archived in libraries where they
could survive for millennia.
 Papyrus in Egypt (2500 BC) - The ancient Egyptians used the stem of the papyrus plant to make sails,
cloth, mats, cords, and, above all, paper. Paper made from papyrus was the chief writing material in
ancient Egypt, was adopted by the Greeks, and was used extensively in the Roman Empire.

 Acta Diurna in Rome (130 BC) - Acta Diurna were daily Roman official notices, a sort of daily gazette.
They were carved on stone or metal and presented in message boards in public places like the Forum of
Rome. They were also called simply Acta.

Industrial Age (1700s-1930s) - People used 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) - A printing press is a device for applying pressure
to an inked surface resting upon a print medium (such as paper or cloth), thereby transferring the ink.
Typically used for texts, the invention and spread of the printing press was one of the most influential
events in the second millennium.
 Newspaper-The London Gazette (1640) – The London Gazette is one of the official journals of record
of the British government, and the most important among such official journals in the United Kingdom, in
which certain statutory notices are required to be published.

 Typewriter (1800) Telephone (1876) - Alexander Graham Bell’s Large Box Telephone, 1876. On March
7, 1876, Alexander Graham Bell, scientist, inventor and innovator, received the first patent for an
“apparatus for transmitting vocal or other sounds telegraphically,” a device he called the telephone.
The first typewriter to be commercially successful was invented in 1868 by Americans Christopher Latham
Sholes, Frank Haven Hall, Carlos Glidden and Samuel W. Soule in Milwaukee, Wisconsin, although Sholes
soon disowned the machine and refused to use, or even to recommend it.

 Telegraph - is a national British daily broadsheet newspaper published in London by Telegraph Media
Group and distributed across the United Kingdom and internationally. It was founded by Arthur B. Sleigh in
1855 as The Daily Telegraph & Courier.

 Punch Cards - a card perforated according to a code, for controlling the operation of a machine, used in
voting machines and formerly in programming and entering data into computers.
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 - is a small portable radio receiver that uses transistor-
based circuitry. Following the invention of the transistor in 1947—which
revolutionized the field of consumer electronics by introducing small but
powerful, convenient hand-held devices—the Regency TR-1 was released in
1954 becoming the first commercial transistor radio. The mass-market
success of the smaller and cheaper Sony TR-63, released in 1957, led to the
transistor radio becoming the most popular electronic communication
device of the 1960s and 1970s. Transistor radios are still commonly used as
car radios. Billions of transistor radios are estimated to have been sold
worldwide between the 1950s and 2012.

 Television - Electronic television was first successfully demonstrated in San Francisco on Sept. 7,
1927. The system was designed by Philo Taylor Farnsworth, a 21-year-old inventor who had lived in a
house without electricity until he was 14.

 Large electronic computers –i.e. EDSAC(1949) & UNIVAC 1 (1951)

 The Electronic Delay Storage Automatic Calculator was an early
British computer. Inspired by John von Neumann's seminal First
Draft of a Report on the EDVAC, the machine was constructed by
Maurice Wilkes and his team at the University of Cambridge
Mathematical Laboratory in England.

 The UNIVAC I (Universal Automatic Computer I) was the first

general-purpose electronic digital computer design for business
application produced in the United States. It was designed
principally by J. Presper Eckert and John Mauchly, the inventors
of the ENIAC. Design work was started by their company, Eckert–
Mauchly Computer Corporation (EMCC), and was completed
after the company had been acquired by Remington Rand (which
later became part of Sperry, now Unisys). In the years before
successor models of the UNIVAC I appeared, the machine was
simply known as "the UNIVAC".
  Mainframe Computers – i.e. IBM 704(1960) - A
mainframe computer, informally called a mainframe or big
iron, is a computer used primarily by large organizations for
critical applications like bulk data processing for tasks such as
censuses, industry and consumer statistics, enterprise
resource planning, and large-scale transaction processing.

Information Age (1900s-2000s) - The internet paved the way for faster communication and the
creation of the social network. People advanced the use microelectronics with the invention of personal
computers, mobile devices, and wearable technology. Moreover, voice, image, sound and data are digitalized.

Examples:
 Web browsers: Mosaic (1993), Internet Explorer(1995)
A web browser (also referred to as an Internet browser or simply a browser) is application software for
accessing the World Wide Web or a local website.

 Blogs: Blogspot (1999), LiveJournal(1999), Wordpress (2003)

A blog (a truncation of "weblog") is a discussion or informational website published on the World
Wide Web consisting of discrete, often informal diary-style text entries (posts). Posts are typically
displayed in reverse chronological order, so that the most recent post appears first, at the top of the
web page.

 Social Networks: Friendster (2002), Multiply (2003), Facebook (2004)

Social network is an online communication platform that is used for creating relationships with other
people who share an interest, background or real relationship.

 Microblogs: Twitter (2006), Tumblr (2007)

Microblogging is an online broadcast medium that exists as a specific form of blogging. A micro-blog
differs from a traditional blog in that its content is typically smaller in both actual and aggregated file
size.
 Video: Youtube (2005)
Video is the recording, reproducing, or broadcasting of moving visual images.

 Augmented Reality /Virtual Reality

 Augmented reality (AR) augments your surroundings by adding digital elements to a live view,
often by using the camera on a smartphone.
 Virtual reality (VR) is a completely immersive experience that replaces a real-life environment with
a simulated one.
 Mixed reality is a blend of physical and digital worlds, unlocking natural and intuitive 3D human,
computer, and environmental interactions. This new reality is based on advancements in
computer vision, graphical processing, display technologies, input systems, and cloud computing

 Video chat: Skype (2003), Google Hangouts (2013)

 Search Engines: Google(1996), Yahoo (1995)

A search engine is a software system that is designed to carry out web searches. They search the
World Wide Web in a systematic way for particular information specified in a textual web search
query.
 Portable computers-laptops(1980), netbooks(2008), tablets (1993)

 Smart phones

 Wearable Technology
Wearable technology, also known as "wearables," is a category of electronic devices that can be worn
as accessories, embedded in clothing, implanted in the user's body, or even tattooed on the skin.

 Cloud and Big Data - Essentially, “Big Data” refers to the large sets of data collected, while “Cloud
Computing” refers to the mechanism that remotely takes this data in and performs any operations
specified on that data. Cloud Computing providers often utilize a “software as a service” model to
allow customers to easily process data.
ACTIVITY #3.1:

INSTRUCTION: Answer the following questions below. Write your answer in short bond
paper.
1. Knowing you Media at Different Ages. Fill in the table with the needed information. Use separate
paper for your answer sheet.

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

2. Given the available media that we have in the world, what are its roles and functions in a democratic
society? (5pts)

3. In what way does media affect your life (personal, professional, academic, social, others)? (5pts)

REFERENCES:
https://www.sutori.com/en/item/cave-paintings-35000-bc-cave-or-rock-paintings-are-paintings-
painted-on-cave
https://cerjinn.wordpress.com/2017/07/24/the-industrial-age-1700s-1930s/
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv
%3DXLP4YTpUpBI&psig=AOvVaw3_WN9EB6nHyxt3hEQ-E-
T8&ust=1647667513662000&source=images&cd=vfe&ved=0CAsQjRxqFwoTCIDfwvr1zvYCFQAAAAAd
AAAAABAD

https://www.investopedia.com
 OBJECTIVES:
 Identify different type of media.
 Define media converge in different context.

Print media is one of the oldest and basic forms of communication. It includes books, newspapers, tabloids,
magazines, journals, newsletters, komiks, banners & graphics, posters and other forms of printed material.
Print Media - media consisting of paper and ink, reproduced in a printing process that is traditionally
mechanical.

Broadcast media refers to primarily television and radio, although broadcasting companies have expanded
to offer digital offerings including media streaming applications and other robust web-based offerings.
Broadcast Media - media such as radio and television that reach target audiences using airwaves as the
transmission medium.

New media are forms of media that are native to computers, computational and rely on computers for
redistribution. Some examples of new media are telephones, computers, virtual worlds, single media, website
games, human-computer interface, computer animation and interactive computer installations. New Media -
content organized and distributed on digital platforms.
Online Media is communication technologies that use the Internet or the World Wide Web to present or
exchange information. Examples of digital media include software, digital images, digital video, video games,
web pages and websites, social media, digital data and databases, digital audio such as MP3, and electronic
books.

Film Media – has been a popular entertainment medium since the early twentieth century. Also known as
motion picture, movie, and cinema, it is produced by various techniques with the aim of telling a story,
completely fictional or based on real life.

TYPES OF FILM
1. Feature films - A feature film, feature-length film, or theatrical film is a film (also called a motion
picture or movie) with a running time long enough to be considered the principal or sole film to fill a
program, usually 90minutes o 120 minutes.
2. Short films - is any motion picture not long enough to be considered a feature film. The Academy of
Motion Picture Arts and Sciences defines a short film as "an original motion picture that has a running
time of 40 minutes or less, including all credits".
3. Documentaries - is a nonfictional motion picture intended to document reality, primarily for the
purposes of instruction, education, or maintaining a historical record.

Advertising media refers to the various media channels through which advertising is done. Advertising media
is used for showcasing promotional content which communicated in various forms such as text, speech,
images, videos using TV, radio, online, outdoor etc.
Nine types of advertising media:
1. Direct mail 6. Outdoor advertising
2. Newspapers and magazines 7. Window display
3. Radio advertising 8. Fairs and exhibition and
4. Television advertising 9. Specially advertising!
5. Film advertising

12 Simple Tips for Making Your Videos Look More Professional

 Use Plenty of Light  Understand the Rule of Thirds
 Use a Clean Background  Use Your Phone the Right Way
 Choose a Good Video Editing Program.  Work On Your Camera Presence
 Keep Your Editing Simple  Shoot from a Variety of Angles
 Prioritize Crisp, Clear Audio  Plan Your Videos in Advance
 Avoid Shaky Footage  Promote Your Videos

Media Converge
 The co-existence of traditional and new media.
 The co-existence of print media, broadcast media (radio and television), the internet, mobile phones,
as well as others, allowing media content flow across various platforms.
 The ability to transform different kinds of media into digital code, which is then accessible by a range
of deices (ex. From the personal computer to the mobile phone), thus creating a digital
communication environment.

PERFORMANCE TASK 4.1

Create your own advertising video of your favorite food using the criteria below.
 Minimum of 2:00 minutes (content).
 High Quality (original) version at 720p resolution.

Criteria:
Content - 25%
Quality - 25% How to Submit:
Originality - 20% Sent it to my Gmail account: fernandoprado.csis@gmail.com
Creativity – 20% Or you can submit through OTG/Flash drive
Timeliness – 10%
--------------------------
Total – 100%

ACTIVITY 4.1 - Essay

Instruction: Write an essay using the following guide questions below. Write at least 200 words in
each question.
1. Why people become addicted to the media and can be the results of this addiction?
2. What are the positive and negative effects of mass media in our society?
OBJECTIVES:
 Demonstrate an ability to examine and compare information from various sources in order to
evaluate its reliability, accuracy, authority, timeliness, and bias.
 Determine the accuracy, reliability and value of information by questioning the source of data,
limitations of the information gathering tools or strategies, and the rationale of the
conclusions.

Reliability of information - Information is said to be reliable if it can be verified and evaluated.

Others refer to the trustworthiness of the source in evaluating the reliability of information.

Accuracy of information - Accuracy refers to the closeness of the report to the actual data.
Measurement of accuracy varies, depending on the type of information being evaluated. Forecasts
are said to be accurate if the report is similar to the actual data. Financial information is considered
accurate if the values are correct, properly classified, and presented

Value of information - Information is said to be of value if it aids the user in making or improving
decisions.

Authority of the source - Much of the information we gather daily do not come from a primary
source but are passed on through secondary sources such as writers, reporters, and the like.
Sources with an established expertise on the subject matter are considered as having sound
authority on the subject.

Timeliness - Reliability, accuracy, and value of information may vary based on the time it was
produced or acquired. While a piece of information may have been found accurate, reliable, and
valuable during the time it was produced, it may become irrelevant and inaccurate with the passing
of time (thus making it less valuable). Other information may be timeless, proven to be the same in
reliability, accuracy, and value throughout history.
Media bias is the bias of journalists and news producers within the mass media in the selection of
many events and stories that are reported and how they are covered. The term "media bias" implies
a pervasive or widespread bias contravening of the standards of journalism, rather than the
perspective of an individual journalist or article. The direction and degree of media bias in various
countries is widely disputed.

SOURCES OF INFORMATION
 LIBRARIES
 INDIGENOUS MEDIA
 INTERNET

WHAT IS LIBRARY?
-A place in which literary, musical, artistic, or reference materials (such as books, manuscripts,
recordings, or films) are kept for use but not for sale (Merriam Webster’s 11th Collegiate Dictionary)
-Libraries are often classified in 4 groups, namely: academic, public, school and special. These
libraries may be either digital or physical in form.

Types of Library
ACADEMIC LIBRARY
 serves colleges and universities
 a library that is attached to a higher education institution which serves two complementary purposes
to support the school's curriculum, and to support the research of the university faculty and students.

PUBLIC LIBRARY
 serves cities and towns of all types
 a library that is accessible by the general public and is usually funded from public sources, such as
taxes.

SCHOOL LIBRARY
 serves students from Kindergarten to Grade 12
 a library within a school where students, staff, and often, parents of a public or private school have
access to a variety of resources.

SPECIAL LIBRARY
 are in specialized environments, such as hospitals, corporations, museums, the military, private
business, and the government.
 a library that provides specialized information resources on a particular subject, serves a specialized
and limited clientele, and delivers specialized services to that clientele.

WHAT IS INDIGENOUS?
Indigenous - native; local; originating or produced naturally in a particular region.
Indigenous knowledge - knowledge that is unique to a specific culture or society; most often it is not
written down.
Indigenous communication - transmission of information through local channels or forms. It is a
means by which culture is preserved, handed down, and adapted.
Indigenous media and information - original information created by a local group of people. This
also refers to content about indigenous peoples that may be distributed through dominant forms of
media or through forms of communication unique to their people group.

Forms of indigenous media and their local examples:

a. Folk or traditional media
b. Gatherings and social organizations
c. Direct observation
d. Records - may be written, carved, or oral
e. Oral instruction

WHAT IS INTERNET?
Internet - a global computer network providing a variety of information and communication facilities,
consisting of interconnected networks using standardized communication protocols.

PERFORMANCE TASK 5.1

1. Think of your most favorite film (foreign or local movie). Remember the story and the visual
presentation of the narrative. Do this task individually.
2. Write the title of the film and its director (e.g. “Sisid 2022 (Brillante Mendoza)” or Movie Source.
Provide a short summary of the movie (five to ten sentences only).
3. Apply the Five Core Questions in Media Literacy Deconstruction by asking the following:
Who created this film? Director? Producer? Distributor?
What creative techniques are used to attract my attention? Visual effects? Actors? Poster? Sounds?
Theme song?
How might different people understand this film differently? What are the different interpretations
that may arise?
What values, lifestyles, and points of view are represented in or omitted from this film? What are the
biases shown?
Why is this film being shown? What are the motivations of the creators of the film in showing the
movie?
4. Write this on one whole sheet of yellow paper.

Reference:
https://prezi.com/p/6xavahxta5x-/grade-12-lesson-5-media-and-information-sources/?
frame=0071f62d339175839e8caa70b47bee5c08da1fd0
OBJECTIVES:

Media and Information Languages it pertains to the technical and symbolic ingredients or codes and
conventions that media and information professionals may select and use in an effort to
communicate ideas, information and knowledge.

According to Berrelson (1952), content analysis is a research technique for the objective, systematic,
and quantitative description of the manifest content of communication. The content analysis aims to
decipher the real message of the content, through careful evaluation of the elements found in the
message. Content in this context can refer to letters, diaries, newspaper content, folk songs, short
stories, poetry, radio and television programs, books, films, documents, or symbols. Devi Prasad
explains that content analysis conforms to three basics principles of scientific method.

1. Objectivity: Content analysis requires objectivity. Evaluation of contents must be impartial that
other researcher will be able to arrive at the same results of your study if they use the same content.

2. Systematic: Content inclusion and exclusion are done according to some consistently applied rules
whereby the possibility of including only materials which support the researcher’s ideas – is
eliminated.

3. Generalizability: Results obtained from a successful content analysis can be applied to similar
situations.

The process of content analysis answers Lasswell’s “Who says What in which Channel to Whom and
with What effect” model of communication. While content analysis has a variety of application in
several fields, it is most widely used in social sciences and mass communication research. Prasad
detailed the process involved in doing content analysis in these six steps.
1. Formulation of the research questions or objectives
2. Selection of communication content and sample
3. Developing content categories
4. Finalizing units of analysis
5. Preparing a coding schedule, pilot testing and checking intercoder reliabilities
6. Analyzing collected data

The codes and conventions in media

The operative definition of codes in this context is the meaningful pattern into which signs are
conveyed. Conventions, on the other hand, are the rules, which describe predictable patterns. They
govern which patterns are normally appropriate and can also predict the meanings, which the
patterns convey. Hence, codes and convention govern the way in which signs are chosen and
combined (Nicholas & Price 1998).

The source of the message

The source in the communication process is the origin of information. In the earlier models of communication,
the source typically acts as both the origin of thought the sender of the message as well. It is not necessarily
the case with media. Media platforms merely serve as mediums in communicating information. The
information they broadcast typically originate from somewhere or someone else. It is first acquired through
research, interview, coverage, and etc. In their book entitled Advance studies in Media, Joe Nicholas, and John
Prince listed the following as sources.
1. News Agencies are organizations employing journalists to find and write stories. These stories are then
made available to any news organizations which pays and annual subscription.
2. Stories are written by a news organisation’s own staff.
3. Press releases are publicity statements released by organizations
4. Emergency services such as police, fire, ambulance, search and rescue teams are valuable sources of
information for incidents worth reporting on.
5. Members of the public give good leads for stories.
6. Another media refers to previously released materials which can be further developed.
7. Court the judicial system can provide compelling stories through court cases.
8. Diary stories or coverage stories. Typically journalists cover public meetings and events to produce a story.
9. Contact refer to a journalist’s connections in organizations that willingly provides alternative information
provides by PR sources
The audience of the message

The audience refers to the recipients of information or the consumers of media. There are two general
types of media audience, the mass, and the niche.

· Mass Audience – refers to the mainstream consumers

· Niche Audience – a small, influential audience with a unique taste.

As a commercial industry, the media depends on advertisers or profit. An audience is necessary to

encourage advertisers to invest. It is for the reason that media producers spare no expense in
understanding their audience. Among their many efforts is classifying the audience according to their
demographic profiles.

a. Top management, bankers, lawyers, doctors, and other highly salaried professionals

b. Middle management, teachers, many ‘creative’ e.g. graphic designers, etc.

c. Office supervisors, junior managers, nurses, specialists clerical staff, etc.

d. Skilled workers, tradespersons (white collar)

e. Semi-skilled and unskilled manual workers (blue collar)

f. Unemployed, students, pensioners, casual workers

Other players in the process: Gatekeepers and Regulators

The abundance of information creates the need for gatekeepers. According to Westley and Maclean
(1957) gatekeepers filters the message according to the needs of the audience and media institutions.
They determine which information passes through the communication process and those, which
discarded. Their communication model further explains that a gatekeeper’s job happens in the
following levels.

Individual level: Refers primarily on who the gatekeeper is as an individual and his or her preferences.
Routine practice level: This is the standard operating procedure followed by a gatekeeper as dictated
by the type of work to be done.

Communication organizations: The policies of the organization that will publish the work

Social institutions: The social systems by which the message is formed.

Societies: Societal values and belief systems, rules and norms, etc.

Laws and regulations govern the media, like most industries. These regulations keep them in check
and sets up boundaries for them to operate. Examples of media regulators are government institutions,
non-government organizations that promote media responsibility, and associations of media producers.