12

Medi
a an
d
Info
rmat
ion
Liter
acy
Quarter
1 – Modu
le 4:
Evolutio
n of Med
ia
Lesson

1 Evolu
tion o
f Med
ia

What I Need to
Know

Before this module, y

ou were able to learn
more about how to be
a
responsible user of me
dia and information. In
this lesson, you will be
learning
the development that
occur in media throug
hout the ages. Particul
arly, you
will learn the impact th
ese changes brought a
bout by evolution in th
e values
and norms in people a
nd society.
After going through this
lesson, the learners ar
e expected to:

1. differentiate traditio
nal and new media; an
d
2. identify the ages of
media and information
evolution and the devi
ces
used by people to c
ommunicate with each
other, store information
, and
broadcast information
across the different ag
es.
What’s In

My Commitment to
Media

I know by now you h

ave learned how to
become a responsib
le media
consumer. Also, you
have started to imme
rse yourself in learni
ng to become a
media literate indivi
dual.
Using the ring below
that symbolizes com
mitment, list down at
least 3
promises that you wil
l do to practice being
responsible media a
nd information
user. You may write
your pledges in com
plete sentences. You
may write your
short affirmations in
another piece of pap
er.

As a responsible m
edia and
information user, I
commit to be
___________________
________________
___________________
_______________.
https://freesvg.org/
1330195993

Very good! Thank yo

u for your sincerity.

What’s New

Now, let’s continue

understanding medi
a. Let’s start by und
erstanding
this cartoon. Remem
ber, a single picture
says a lot.

Cartoon Analysis
Observethe cartoon
intently. What prog
ress is being
talked about in this c
artoon? Share
your thoughts by a
nswering the
givenquestio
Writeyour
ns.
thoughts in another
piece of paper:

• How does the cart

oon relate
to media and evoluti
on?
• Doyouagree
with
the
message? Why or wh
y not?
Source: https://
amt.caltech.edu/resources/
cartoons
Spectacular! Ecclesi
astes 3:1 say, “The
re is an appointed t
ime for
everything.” In the sa
me manner, our stud
y of media also has
appointed time
of big development.

4
What is It

Life has changed dr

amatically over the
past century, and a
major
reason for this is the
progression of media
technology.
Compare a day in y
our life, a modern
student— with a da
y in the life of your g
reat-
grandparent’s genera
tion.
When you wake up
, you immediately
check your smartpho
ne for text messages
and
find out that you mi
ssed an assignmen
t this
morning class. You
flip on the televisio
n or
radio while you eat br
eakfast to check the
news
and learn it is suppo
sed to rain that day.
Before you leave y
our house, you go
online to make sure y
ou receive messages
while
riding a jeepney. O
n the way, you liste
n to a
music application on
your smartphone.
After a busy day of
classes, you head
source:
ttps:// home, occu
bit.ly/ pying yours
3jslsvx elf on the je
ep ride by

watching YouTube
clips on your phone.
That
evening, you finish y
our homework, email
the file to your instruc
tor, and settle
down to watch the m
ovie you downloade
d the night before.
While watching
the movie, you log o
n to Facebook and c
hat with a few of you
r friends online
to make plans for the
weekend and then re
ad a book on your e-
reader.
To put it simply, stud
y the information sh
own below. Have yo
u come
across this before?

Your life is totally dif

ferent from the life y
ou would have led j
ust a few
generations ago. Ho
w is that so? Read fu
rther this section to fi
nd out.
Technological t
ransitions have als
o had great effect
on the media
industry. The ability t
o make technology s
mall and affordable e
nough to fit into
the home is an impor
tant aspect of the po
pularization of new te
chnologies. In
turn, media has evol
ved throughout hist
ory. Now, try to fami
liarize the four
ages of media and in
formation evolution.

5
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)
• 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)

machine tools, established iron production, and the manufacturing of various

products (including books through the printing press). Examples:
• Printing press for mass production (19 th 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

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. EDSAC (1949) and UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM 704 (1960)
• Personal computers - i.e. Hewlett- Packard 9100A (1968), Apple 1
(1976) OHP, LCD projectors
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), 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

6
What’s More

Now that you have know

n all these histories and t
he evolution of media
from the very beginnin
g, let’s do some activi
ties that can check yo
ur
familiarization and unde
rstanding on the topic.
Accomplish the succee
ding
activities by yourself.

Activity 1. What’s My A
ge?

Try to look at the picture

shown in each number a
nd identify as to what
age was this device inve
nted. Write your answer i
n a separate piece of pa
per.

1 3
4
7
10.

Were you able to get it al

l correct? Wow! That’s e
asy, isn’t it? For sure
you can do more. This ti
me you will now relate y
our daily usage of media
in
your life. You may do the
next activities.

Activity 2.

Read the statement belo

w. Then, do what is aske
d.

Task:
Create your timeline of
the changes of media u
sage that you have
experienced. Follow the
rubrics below for your g
uidance. For each item
of
media, include the year,
a picture or drawing and
a short description. Plac
e
your outputs in a short b
ond paper.

7
Criteria 5 4 3 2
Timeline is Timeline is Timeline is Timeline is
completely incomplete and incomplete and incomplete and
Completion finished. contains 1 to 3 contains 4 to 6 contains 7 or
unfinished unfinished more unfinished
elements. elements. elements.
All graphics are All graphics are Some (up to Most (60%+) of
related to related to 59%) of the the graphics
content. All content. All graphics are are unrelated to
graphics are in graphics are in unrelated to content. Too
appropriate size appropriate size content. Too many graphics
and good and good many graphics on one page.
quality. quality. on one page. Most of the
Graphics Graphics create Graphics do not Some of the graphics
an overall create graphics are distract from
theme and an overall distracting. the text. Images
make theme, but Images are of are poor quality.
connections show a poor quality. They are either
that help the general flow of They are either too
audience topics. too large or too large or too
understand the small. small.
concepts.
Most words are Some words are Words are Words are
carefully carefully chosen with less chosen with less
chosen; writing chosen; writing care; writing is care; writing is
is clear and is clear and sometimes sometimes
legible. Most legible. Most unclear; most unclear; some
Mechanics words are words are words are words are
spelled spelled spelled correctly spelled
correctly and correctly and and is incorrectly and
proper proper grammatically proper
punctuation is punctuation is correct. punctuation is
employed. employed. not employed.
Major points Major points Major points are Topic is
are presented are presented. presented. oversimplified or
and However, some However, most fails to present
Content fully supported of them are not of them are not major points.
with convincing supported with supported with
arguments, convincing convincing
ideas and data. arguments, arguments,
ideas and data. ideas and data.

Activity 3. My Family Heritage

Case Study: You are to make a Heritage of your family’s media

owned or used. As much as possible, you are to record the different media and
information in four eras witnessed by your family. In each era, you want to
have memorabilia of your family’s life especially how your family
communicate, store information, and broadcast information across the
different ages. Do not hesitate to interview your grandparents, parents or any
person in the family to help you accomplish this task. Use a separate piece of
paper in giving your answers. Follow the given format below.
8
 Format/
Format/ Format/
equipment
equipment I use equipment
Age I use to share or
to communicate I use to store
broadcast
with others information
Information
Pre-
Industrial
Age (Before
1700s)
Industrial
Age (1700s
– 1920s)
Electronic
Age (1930s
– 1980s)
Information
Age (1990s
– 2000s)

What I Have Learned

Do not forget that…

◼ Traditional Media – media experience is limited; one directional;

sense receptors used are very specific while New Media – media
experience is more interactive; audiences are more involved and can
send feedback simultaneously; integrates all aspects of old media.

◼ There are different ages on how media and information has evolved
throughout history. These are Pre-Industrial Age (Before 1700s),
Industrial Age (1700s-1930s), Electronic Age (1930s-1980s),
Information Age (1900s-2000s). In each era, there are different
forms of media that were invented and used by people.

Lesson

2 Functions of Media

What I Need to Know

In this lesson, you will be learning the development that occurs in

media throughout the ages. Particularly, you will learn the impact these
changes brought about by evolution in the values and norms in people and
society.

9
After going through this module, you are expected to:

1. identify the roles of media performs in our society; and

2. explain how the different technological transitions have
shaped the
values and norms of people and society.

What’s In

You are now in lesson 2 of this module. This time let’s talk
about the
functions of media in our society. But, let’s recall first how
media evolves
through time.

Read the situation below. Then complete the table that follo
ws. Write
your answer on a separate paper.

Activity One. What Will You Do?

Situation:
Presidents Manuel L. Quezon and Rodrigo R. Duterte wer
e both called
upon to calm the people after the country’s siege. In December
1941, Japanese
attacked Manila when Quezon was the president. On the ot
her hand, during
President Rodrigo Duterte’s reign, Marawi was in armed
conflict with the
Islamic State of Iraq and the Levant (ISIL).

Questions:
1. How do you think they console the Filipino people?
2. What media did they use?

Answer:
Name of President Media They Used

President Manuel Quezon

President Rodrigo Duterte

10
What’s New

Activity One: I Think.

I Believe.

Can you explain betwe

en the lines? Read the
statement below and
answer the questions th
at follow. Write your exp
lanations in another pie
ce of
paper.

The media’s rol

e in this society is fun
damentally a function
of
how this society choos
es to use the media.
Furthermore, the medi
a’s
relationship with this
society is both refle
xive—the mass med
ia

From: The Role of Media in

Society | Globalization101.
Retrieved July 20,
2020, from http://
www.globalization101.org/
the-role-of-media-in-society/

Guide Questions:

1. What does the first s

entence say about medi
a? Do you agree with w
hat
the writer states? W
hy or why not?
2. What relationship is
expressed in the secon
d sentence? Why do yo
u
think it is reflexive?
3. In your own opinion,
what are the roles of m
edia in our society?

What is It

As you have already kn

own, we are a media-
oriented society. It plays
a
vital power in a democra
tic society. The media c
overage shapes our per
ception
of the world and what w
e consider important. A
s such, media fulfills diff
erent
roles or functions in our
society.

Social scientists agreed

that there are basically
four functions or roles
of media. Study the cha
rt below to find out.

11
Role Definition/Explanation
Channel • provides opportunities for people to communicate, share
ideas, speculate, tell stories, and give information
Watchdog • exposes corrupt practices of the government and the private
sector
• creating a space wherein governance is challenged or
scrutinized by the government. It also guarantees free and
fair elections
Resource
• acts as a gateway of information for the society’s
Center 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

Hence, it’s important to remember, though, that not all media are
created equal. While some forms of media are better suited to entertainment,
others make more sense as a venue for spreading information.

To illustrate, the media reports the news, serves as an intermediary

between the government and the people, helps determine which issues should
be discussed, and keeps people actively involved in society and politics. Also,
the 1960s media theorist Marshall McLuhan famously coining the phrase “the
medium is the message” (McLuhan, 1964). He meant that every medium
delivers information in a different way and that content is fundamentally
shaped by the medium of transmission.

What’s More

Now that you have learned about the functions and roles of media, do
these activities that will further enhance your knowledge. Check if you will be
able to apply the skills in becoming a media and information literate person.

Activity One: I Guess I Got the Wrong Message.

Can you guess what is wrong with this drawing? Relate your
observation on Media and complete the given statements. Write your
sentences in a clean piece of paper.

1. I think the picture

suggests_______________________

2. I believe this picture ______________

https://bit.ly/39tX08F

12
Very good! You are a keen observant. You were able to possess one of
the qualities of being a media literate individual. Since media provide
information and education, media hold its integrity by performing its
functions.

Let’s do some more activities. Do not forget, always be a keen observer.

Do the next activity.

Activity Two: What Do You See?

How many functions or roles of media can you see? List them down and
give an explanation as to why you think this role or function is found in the
picture. Write them in a separate piece of paper.

https://bit.ly/2ZMh5DM

Indeed, that’s a good observation. You were also able to provide

information to support your answers. You can now identify the roles in media
around you. With the different media around us, it is not surprising to
discover that what we hold dear and how to behave is affected by media. Let’s
try another activity to discover.

Activity Three: The Media in Me

In a piece of paper, draw or paste a picture of yourself and write on top

the question: In what way does media affect my life? In any part of the body
or area in the picture label it into 3 parts, personal, academic, and social. Give
at least 2 for each category. You may look at the image shown below as a
sample output for this activity.

13
 In what way does media
affect my life?

Personal:
1.
Academ 2.
ic:
1.
2.
Social:
1.
2.

Yes, as science and technolog

y advances, so is our media a
nd its roles.
With media’s immense power
within our democracy, we rel
y more and more
on media for information. As
a result, it greatly shapes the
way we think and
behave.

◼ Media What I Have Learne democratic society.

d

It is important to remember th
at …

has an immense functions an

d role in our
These functions/roles are
1. Channel
2. Watchdog
3. Resource center
4. Advocate

◼ Since
our
information in turn
and
ll aken from medi
ciety
a,
media have a reflexive relatio
nship. The way we act and thi
nk are often
products of the media we ofte
n interact or used.

What I Can Do

What Role My Media Perfor

m
From the many media you us
e and interact, choose two diff
erent types
of media. This can be radi
o shows, television broadca
sts, internet sites,
newspaper advertisements,
and so on. Then, do the giv
en steps in each
number to accomplish the ta
sk. Write your answers in a
separate piece of
paper.

14
1. Make a list of what roles each one fills, keeping in mind that much of
what we see, hear, or read in media has more than one aspect.

2. Then, answer the following questions.

correspond?
b. Why did the creators of these messages present them in these ways
and media?

Additional Activities

Essay: Write a 150-word essay about your favorite media and

information era. Write your essay in another piece of paper. Use the rubrics
below to guide you.

Writing Rubrics:

Criteria 50 40 30 20
Most words Some words Words are Words are
are carefully are carefully chosen with chosen with
chosen; chosen; less care; less care;
writing is writing is writing is writing is
clear and clear and sometimes sometimes
Mechanics legible. Most legible. Most unclear; most unclear; some
words are words are words are words are
spelled spelled spelled spelled
correctly and correctly and correctly and incorrectly and
proper proper is proper
punctuation punctuation grammatically punctuation is
is employed. is employed. correct. not employed.
Major points Major points Major points Topic is
are presented are presented. are presented. oversimplified
and However, However, most or fails to
fully some of them of them are not present major
supported are not supported with points.
Content with supported convincing
convincing with arguments,
arguments, convincing ideas and
ideas and arguments, data.
data. ideas and
data.
16
References:

Wilson, Carolyn; Griz

zle, Anton; Tuazon,
Ramon; Akyempong;
Kwane;
Cheung, Chi-Kim (201
1). Media and Informa
tion Literacy: Curriculu
m for
Teachers. UNESCO P
ress ISBN 978-92-3-
104198-3 (EN); 978-
959-18-07;
978-959-18-0787-8 (ES
)

Mr. Arniel Ping MIL PP

T04 October 6, 2017

(n.d.). Evolution of Tra

ditional to New Media.
Retrieved July 16, 202
0, from
https://
medium.com/
@saltandpaper/
evolution-of-traditional-
to-new-media-
9fd62b9a3098.

(n.d.). Your Rings of Re

sponsibility - Common
Sense Media. Retrieved
July
20, 2020, from https://
www.commonsense.o
rg/education/digital-
citizenship/lesson/
your-rings-of-
responsibility

(n.d.). 1.3 The Evolutio

n of Media – COM_101
_01_TestBook. Retriev
ed July
20,202
from
https://
0, opentext.wsu.e
du/com101/
chapter/1-3-
the-
evolution-of-media/

(n.d.). Evolution of M
edia Theories: Early
Theories of Media Eff
ects ....
Re 0,
trie
ve
d
fro
m
https://
www.coursera.org/
lecture/
communicationtheory-
academia-
practice/evolution-of-
media-theories-early-
theories-of-media-
effects-XuLmV

(n.d.).
GC115- ....
Understanding-
Media-and-
Culture-An-
Introduction-to
Re 0,
trie
ve
d
fro
m
https://
www2.palomar.edu/
users/lpayn/115/
GC115-
Understanding-
Media-and-Culture-An-
Introduction-to-Mass-
Communication.pdf

17
(n.d.). Evolution of Traditional to New Media. Retrieved July 16, 2020, from
https://medium.com/@saltandpaper/evolution-of-traditional-to-new-media-
9fd62b9a3098.

(n.d.). Your Rings of Responsibility - Common Sense Media. Retrieved July

20, 2020, from https://www.commonsense.org/education/digital-
citizenship/lesson/your-rings-of-responsibility

(n.d.). 1.3 The Evolution of Media – COM_101_01_TestBook. Retrieved July

20, 2020, from https://opentext.wsu.edu/com101/chapter/1-3-the-
evolution-of-media/

(n.d.). Evolution of Media Theories: Early Theories of Media Effects ....

Retrieved July 20, 2020, from
https://www.coursera.org/lecture/communicationtheory-academia-
practice/evolution-of-media-theories-early-theories-of-media-effects-XuLmV

(n.d.). GC115-Understanding-Media-and-Culture-An-Introduction-to ....

Retrieved July 20, 2020, from
https://www2.palomar.edu/users/lpayn/115/GC115-Understanding-
Media-and-Culture-An-Introduction-to-Mass-Communication.pdf

18