MEDIL NOTES

The Evolution of Traditional to New Media

1. Pre-historic Age (1500 BC - 1500 AD)

- The concerns of the members of this community at the time were food, water, shelter,
reproduction, and safety from natural occurrences and wild animals.
- 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 it to hunt and carve stones.

Examples of forms of Media:

1. Carvings or engravings in rocks or caves.

2. Pictographs

3. Megalithic Art
2. Industrial Age
- Started in England and other European countries in the 18th century.
- Shift from agricultural and handicraft economy to an economy dominated by machines
and machine manufacturers.
- Marks the use of iron and steel.
- New energy sources were fuel, coal, steam engine, petroleum, and combustion engine.
- New machines, transportation and communication were developed. Some developments
replaced the use of human energy.

SIGNIFICANT INVENTION IN THE FIELD OF COMMUNICATION AND THE IMPACT TO

HUMAN CIVILIZATION
Movable type printing press (1450)

- By Johannes Gutenberg which meant mass-producing of written texts.

- Gave humans the liberty to read at their own pace and to share with others.
- Libraries and other repositories were built due to the growing no. of produced and
reproduced materials.
- The Gutenberg Bible was the first book printed.
Telegraph

- System used for transmitting messages from a distance along a wire, especially one
creating signals by making and breaking an electrical connection.
- Led humans to instantly connect with each other even in great distance.
- Paved the way to the invention of telephones, mobile phones, television, and the
internet.
Telephone (1876)

- System that converts acoustic vibrations to electrical signals in order to transmit sounds
(voices) over a distance using wire or radio.

3. Electronic Age (19302-1980s)

- The invention of the transistor marks the electronic age.
- Using the transistor mark, people developed transistor radio, television, and early
computers as media of communication.
- Long distance communication became more efficient.

Example Forms of Media

Transistor Radio

- Small portable radio receiver that uses a transistor-based circuit.

Television
- System used for transiting visual images and sound that are reproduced on screens.
- Used to broadcast programs for entertainment, information, and education.

Computer
- ENIAC (Electronic Numerical Integrator and Computer) was the first electronic
programmable computer built.
 4. Information Age (AKA Computer Age, Digital Age, or New Media Age)
- Digital technology and internet became pervasive and part of daily life.
- More involvement in cyberspace (ex. Internet banking, online shopping). Internet is used
in education, business, banking, communication, socialization, and other activities.

TRADITIONAL VS NEW MEDIA

Traditional media (Prehistoric age to electronic age). New Media is internet.

Traditional media includes radio, television, newspaper, books, magazines, paperback novels.
Characteristics:
- One-directional
- Media experience is limited since sense receptors used are very specific (print media
needs a sense of sight, radio requires a sense of hearing, and television and file require
both)
- No direct feedback. Audience or receiver cannot send or provide direct feedback.

New Media is the internet. Includes Web Video Portals, Online Video Games, Online Telephone
and Messaging Capability, and others. These are the characteristics and functionalities that
traditional media offer:
- Experience is more interactive
- Audience is more involved
- Audience can send feedback simultaneously
- Integrates all aspects of the traditional media

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Media and Information Sources
● Indigenous Knowledge
- Knowledge that is unique to a given culture or society.
- IK contracts with international knowledge systems generated by universities, research
institutions and private firms.
- It’s the basis for local-level decision making in agriculture, health care, food preparation,
education, natural resources management, and a host of other activities in rural
communications.
Common kinds of indigenous knowledge
1. Traditional medicines and health care
2. Traditional agriculture
3. Traditional Cultural Expressions

Indigenous knowledge is relayed through : People media and Indigenous media

● Oral Tradition
● Library
According to Henry Ward Beecher, who was an American clergyman “The library is not a luxury,
but one of the necessities of life.”