THE EVOLUTION OF MEDIA

MEDIA AND INFORMATION LITERACY

•McLuhan subdivided the history
into four ages.
1.Tribal Age
2.Age of Literacy
3.Print Age
4.Electronic Age
 TRIBAL AGE
• Is characterized by the prevalence
of oral communication.
• Information is passed only through
communication.
• Lives in a world of “acoustic
space,” as compared to the
rational or pictorial space of the
literate man.
 AGE OF LITERACY
•Human being learned to
read and write, which
amplified the use of the
sense of sight, lessening the
role of other senses of the
human body.
 PRINT AGE
• Alphabet made writing possible,
it took time before the print
became a prominent form of in
communication.
• Sharing ideas became faster
and acquiring information
became easier.
 ELECTRONIC AGE
•A period characterized
by the dominance of the
electric media, such as,
telegraph, radio, film,
telephone, computer and
television.
ACTIVITY
•What do you think would be the next major mass
medium that will be developed in the next ten years?
•On a sheet of paper, explain your answer through a
short essay. Include how this mass medium works and
how it could affect the world. Provide an illustration
of this medium.