Media and Information Literacy

Quarter 1 – Module 4
Evolution of Media
Grade 12 – Media and Information Literacy
Quarter 1 – Module 4: Evolution of Media
First Edition, 2020

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wherein the work is created shall be necessary for exploitation of such work for profit. Such
agency or office may, among other things, impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.

Published by the Department of Education, Schools Division of Antique

Development Team of the Module

Writer: Darcy Arnie S. Mirasol
Content and Language Editors: Sarah Michelle C. Nietes, Francisco E. Misajon Jr.
Illustrators: Conrad Ladislee B. Tua III, Ronnie Boy Vicente
Layout Artist: Phoenix Allanah Zandria Q. Salcedo-Tordesillas
Management Team: Felisa B. Beriong CESO VI
Corazon C. Tingson
Gaudencio C. Riego PhD
Schubert Anthony C. Sialongo
Francisco E. Misajon Jr
Phoenix Allanah Zandria Q. Salcedo-Tordesillas
Marian Rose B. Sarmiento

Printed in the Philippines by ________________________

Department of Education – Region VI – Schools Division of Antique

Office Address: Binirayan, San Jose de Buenavista, Antique

Telefax: (036) 540-9837
E-mail Address: antique@deped.gov.ph
 Aiming at the Target
Now that you know the responsible use of media from your previous lesson,
you will be introduced to how media evolved over the years. In this module, you will
learn to explain how the evolution of media from traditional to new media shaped the
values and norms of people and society.

Trying the Challenge

Directions: Choose the letter of the best answer. Write your answer on your
answer sheet.

1. The period when people used plant pigment and animal blood to paint on cave
walls.
a. Industrial Age c. Information Age
b. Prehistoric Age d. Electronic Age

2. The period when people use papyrus and clay tablets to relay and store
information
a. Prehistoric Age c. Industrial Age
b. Electronic Age d. Information Age

3. The period when people started using motion pictures with sound.
a. Prehistoric Age c. Industrial Age
b. Information Age d. Electronic Age

4. The period when people started using overhead projectors and mainframe
computers
a. Electronic Age c. Information Age
b. Prehistoric Age d. Industrial Age

5. The period when people used blogs and social networks

a. Prehistoric Age c. Industrial Age
b. Information Age d. Electronic Age

6. This invention ushered in the use of radio and TVs during the electronic age
a. Transistors c. Steam
b. Bronze and copper d. Internet

7. This technology paved the way for faster communication and creation of social
networks
a. Bronze and copper c. Internet
b. Transistors d. Steam

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8. The type of media which allows interaction and feedback from users
a. Print Media c. New Media
b. Traditional Media d. Broadcast Media

9. The coexistence of traditional media and new media

a. Platform c. Application
b. Interactivity d. Convergence

10. An example of microblogging media used during the Information Age

a. Facebook c. Wordpress
b. Blogspot d. Twitter

11. The function of media which provides opportunities for people to communicate
and share ideas
a. Watchdog c. Channel
b. Resource Center d. Advocate

12. Jesmond creates an editorial cartoon which exposes the corrupt practices of the
barangay officials in his community. Which of the following function of media
describes his work?
a. Channel c. Resource Center
b. Watchdog d. Advocate

13. Jaypee and Mary love to take pictures of their barangay and write articles about
their customs and traditions. Which role of media is being shown?
a. Channel c. Resource Center
b. Watchdog d. Advocate

14. Which among the following scenarios shows media as a channel of information?
a. Germar is running a video blog (vlog) on Youtube on how to fix car and
automotive problems.
b. Raymart uses his Facebook to upload images and videos encouraging his
classmates to quit playing Mobile Legends while in school
c. Celria keeps a blog of her school lessons and discusses her learnings on
that day
d. Andrew is an editorial cartoonist and draws political issues for a local
newspaper

15. Which among the following shows an advocate function of media?

a. c.
Weatherman presenting Political editorial
weather for today cartoon

b. Poster campaign to buy d. Poster about COVID-19

Antique-made products updates

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 Lesson

Evolution of Media
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While everybody stays at home to prevent the spread of the N-Corona Virus,
people turn to TV and the Internet to get information about what is happening
around the country. Television stations monitor the health and economic status of
the country. Social media, on the other hand, is used by many to raise awareness
and campaign, sell items online, and even share memes and entertainment videos.

How did you use social media during the pandemic? What tools and devices
have you used to share information? Was it easy to share pictures and videos? Why?
Imagine yourself living during the prehistoric times. Would you be able to
share pictures and videos the same way? What tools could you have used to share
information?

Connecting to the Past

Look for tools or device which can be used to share and store information
within a minute time. Write them down on your answer sheet. You will need them
later on. The first one is done for you.

T E L E V I S I O N X C I V O R
E I N R A D K N I E O U E C N T
L N O R E I O P D W D T N O Y E
E I E L M N O D A S M I A M O N
G O L B L G B I R P A E V P K R
R O T C E H V B M A Y E X U N E
A K A K X C L A Y P P R Z T O T
P I D U O L C O D E X E U E S N
H E N Z T Y P E W R I T E R I I
S U R Y P A P U N C H C A R D S
D I N G D A N G D O N G B A B O

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 Gearing Up to Start

Jayve Cruz does not know what to do. He is seated in front of his computer
with his head low. He told you that he forgot his password.
As a friend, you are there to help him out.

The words you got from the previous activity are the clues. As you study the
evolution of media, think about the people and society’s values during each period,
and how the evolution of media shaped their values and norms. Categorize each tool
or device according to the period when they were used and the year they were
invented just like the example below. Write your answers on your answer sheet.

Prehistoric Age Industrial Age Electronic Age Information Age

Television, 1941

To retrieve the password, you need to PAY ATTENTION to the words in the next pages.

Hitting the Target

Evolution of Media
Media and information have evolved throughout the history and they can be
categorized into four ages, namely:

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Prehistoric Age (Before 1700s)

During this time, people have discovered fire and have used tools such as sharp-
edged stones, bronze, copper, and iron as tools for carving, and have used plant
pigments and animal blood to paint on cave walls.

Media and information were being shared or relayed through:

• Cave paintings (35,000 BC)

• Clay tablets in Mesopotamia (2400 BC)
• 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)
What do you think are the characteristics of people during this period? What do they
give value on?

Industrial Age (1700s-1930s)

During this period, people used the power of steam and developed power-driven
machines to replace hand tools. They have established iron production and the
manufacturing of various products including books through the printing press.

Media and information were being shared or relayed through:

• Printing press for mass production (19th Century)
• Newspaper- The London Gazette (1640)
• Typewriter (1800)
• Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Telegraph
• Punch cards
What can you say about the values of the people during this age? Why?

Electronic Age (1930s-1980s)

The invention of the transistor ushered in the electronic age. People used transistors
to make transistor radio, electronic circuits, and the early computers. In this age,
long distance communication became more efficient.

Media and information used during the Electronic Age include:

• Transistor Radio
• Television (1941)
• Large electronic computers- i.e. EDSAC
• (1949) and UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM 704 (1960)
• Personal computers - i.e. Hewlett-

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• Packard 9100A (1968), Apple 1 (1976)
• OHP, LCD projectors

Information Age (1990s-2000s)

The Internet paved the way for faster communication and the creation of the social
network such as Facebook. People have used microelectronics to invent personal
computers, smart phones, and wearable technology. People can easily share images,
videos, voice, and data which are now digitalized. We are now living in the
information age.

Examples:

• Web browsers: Mosaic (1993), Internet Explorer (1995)

• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social networks: Friendster (2002), Multiply (2003), Facebook (2004)
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003), Google Hangouts (2013)
• Search Engines: Google (1996), Yahoo 1995)
• Portable computers: laptops (1980), Netbooks (2008), tablets (1993)
• Smart phones
• Wearable technology
• Cloud and Big Data

What do you think are the values and norms of the people today?

Traditional Media vs. New Media

Traditional media include printed materials such as books, magazines, and

journals (print media); TV, films, and radio (broadcast media), and static web pages.
You can only read the contents of print media and static web pages but you cannot
interact or provide feedback to them right away. In the same way, you can only listen
and watch broadcast media but you cannot interact with them.

New media include the use of social media like Facebook, blogging such as
WordPress, microblogging sites such as Twitter, and media sharing sites like
YouTube among others. With these platforms, users can interact with other users by
posting comments, images, and videos. How else can you interact or provide feedback
on social media?

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 Traditional Media New Media

 Media experience is limited.  Media experience is more interactive

 One-directional  Audience is more involved and can
 Sense receptors used are very send feedback simultaneously
specific (i.e. print media like books  Integrates all the aspects of old
and newspapers make use of the media
sense of sight, broadcast media like
radio uses sense of hearing, while TV
and film use sense of sight and
hearing)

It is possible that traditional and new media exist at the same time. This coexistence
of traditional and new media is a reality called media convergence. An example of
which is when a newspaper company publishes its articles not just on paper but also
online so its readers can read them using their smartphones or laptops, and can also
post their views and opinions.

Take a look at the editorial cartoon. This is taken from the Internet instead of
newspaper.

Source: The Philippine Star January 21, 2020, retrieved on June 20, 2020,
https://www.philstar.com/opinion/2020/01/31/1989199/editorial-novel-coronavirus-here

What do you think does the cartoon tell you? What is the purpose of it?
The editorial cartoon is a form of media. Media can take on various roles and
functions in a democratic society.

Roles and Functions of Media in a Democratic Society

Channel

Provides opportunities for people to communicate, share ideas, speculate, tell stories
and give information

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Watchdog

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

Resource Center

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.

Advocate

Through its diverse sources or formats, it bridges the gap of digital divide.

Strengthening the Grasp

Activity 1 Fill it In

A. Complete the following table by filling in missing words or phrase. Write your
answers on your answer sheet.

What tool was used What tool was used

How was the
Age to communicate to store
information shared
information information

Sharp-edged stone,
Prehistoric
plant pigment

Printing press,
Industrial
books

Electronic

Information

B. Complete the sentences below with the correct word or group of words. Write your
answers on your answer sheet.

1. Traditional media has a _________ media experience.

2. New media allows user _________ and feedback.
3. The coexistence of traditional and new media is a reality called __________.
4. The function of media in a democratic society that allows users to share ideas
and give information is _________.

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 5. Exposing the corrupt practices of the government or private sector is a role of
media referred to as __________.

Wrapping Up to Go

We have learned that as early as the prehistoric age, people already

communicated and stored information by painting them on cave walls. We also know
that what were invented in the 1800s are still of use today, and we call it media
convergence.

The four ages in the evolution of media are Prehistoric Age, Industrial
Age, Electronic Age, and Information Age. In the Prehistoric Age people used
sharp-edged stones and plant pigments to share information. In the
Industrial Age, people harnessed the power of steam and developed power-
driven machines to replace hand tools. In the Electronic Age, the invention of
transistors began. In the Information Age, internet paved the way for faster
communication. People used microelectronics to invent personal computers,
smart phones, and wearable technology.

Media serves as a channel, a watchdog, a resource center, and an

advocate. It plays an important role in a democratic society.

Relating to Real Life

Analyze the editorial cartoon below. What do you see? What does the editorial cartoon
tell us? What is the function of this media in a democratic society? Why?

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 Source: The Philippine Star December 6, 2019, retrieved on June 20, 2020,
https://www.philstar.com/opinion/2019/12/06/1974627/editorial-poor-performance

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Checking the Target

A. Identify the following. Write your answer on answer sheet.

1. It is the period when people used sharp-edged stones to carve on cave walls.
2. It is during this time when people developed power-driven machines to
replace had tools.
3. This invention ushered the use of electronic devices during the Electronic
Age.
4. It is during this time that smartphones were invented.
5. This invention paves the way for faster communication.
6. This media platform allows user interaction and feedback.
7. This media platform has a limited media experience.
8. The term which means the coexistence of traditional and new media.
9. The role or function of media which provides an opportunity for people to
communicate and share ideas.
10. A role or function of media which exposes corrupt practices of government
and private sectors.
11. A role or function of media which bridges the gap of digital divide.
12. A type of media which includes the use of books, journals, radio and
television.
13. A type of media which includes social media reacts and comments section.
14. This allows for traditional media to be accessed on smartphones and receive
user interaction and feedback.
B. Choose the best answer from the two given choices.
15. Which shows a function or role of media as an advocate?
a. A social media post encouraging to buy products made in Antique
b. A TV program featuring the islands and tourist spots in Antique
16. Which shows a function or role of media as a resource center?
a. Editorial cartoon on corruption
b. A book on history of Antique
17. Which shows a function or role of media as a watchdog?
a. Local TV station covering the election
b. Local TV station interview of a politician about an upcoming event

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18. Which shows a function or role of media as a channel of information?
a. Radio commentator talking about governance
b. YouTube video on cooking
19 – 20. Create an output showing the role of media as a watchdog.

Enriching the Skill

 In a letter-sized bond paper, create an editorial cartoon about your community

during the pandemic.

 On a separate sheet, write a short paragraph that focuses on the role and
function of your drawing as a form of media.

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 14
Trying the Challenge Connecting to the Past
1. BLOG 9. NEWSPAPER
1. b 10. PAPYRUS
2. BOOKS
2. a 3. CLAY 11. PUNCH CARDS
3. c 4. CLOUD 12. RADIO
4. d 5. CODEX 13. TELEGRAPH
5. b 6. COMPUTER 14. TELEVISION
6. a 7. DIBAO 15. TYPEWRITER
8. INTERNET 16. VIDEO
7. c
8. c
9. d
10. d
11. b
12. b
13. c
14. a
15. c
The password on Jayve Cruz’s computer is TELEPHONE. The hint on the
monitor is 1876, the year the telephone was invented.
Strengthening the Gap Checking the Target
Activity 1. Fill it In 1. Prehistoric Age
2. Industrial Age
3. Transistors
4. Information Age
5. Internet
6. New Media
7. Traditional Media
8. Media Convergence
9. Channel
10. Watchdog
11. Advocate
12. Traditional Media
13. New Media
14. Media Convergence
15. a
B. 16. b
1. limited 17. a
2. interaction 18. b
3. media convergence 19-20. (Editorial cartoon, poster, a
4. channel draft of a blog entry, or any form
5. watchdog of print media)
Finding the Score
References

Pitagan, F. B. Andres, V. P. et al. (2016).Teaching Guide for Senior High School Media
and Information Literacy. Commission on Higher Education. Retrieved on June 20,
2020 from https://lrmds.deped.gov.ph/pdf-view/12805

The Philippine Star (2019, December 6). Retrieved on June 20, 2020, from
https://www.philstar.com/opinion/2019/12/06/1974627/editorial-poor-
performance

The Philippine Star (2020, January 21). Retrieved on June 20, 2020, from
https://www.philstar.com/opinion/2020/01/31/1989199/editorial-novel-
coronavirus-here

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For inquiries or feedback, please write or call:

Department of Education – Schools Division of Antique

Binirayan, San Jose de Buenavista, Antique

Telefax: (036) 540-9837

Email Address: antique@deped.gov.ph