LESSON 3:

EVOLUTION OF
MEDIA:
TRADITIONAL TO
NEW MEDIA
OBJECTIVES
 identify traditional and new media;
 identify different sources of information in various ages;
 compare and contrast indigenous media to other sources of
information
 explain how the evolution of media shaped the values and norms of
people and society
TOOLS USED IN VARIOUS
ERAS IN THE HISTORY OF
COMMUNICATION
Pre-Industrial Age
Industrial Age
Electronic Age
New Age or Information Age
PRE-INDUSTRIAL AGE
(BEFORE 1700’S)
 People discovered fire, developed paper from plants, and
forged weapons and tools with stone, bronze, copper and
iron
Examples
1. Cave paintings (also known as
“parietal art”) are numerous
paintings and engravings found
on cave walls or ceilings
around 38000 BCE
PRE-INDUSTRIAL AGE
(BEFORE 1700’S)
Examples
2. Clay tablets are used as a
writing medium especially for
writing in cuneiform.
Cuneiform is one of the oldest
forms of writing. This means of
communication was used for
over 3000 years in 15 different
languages
 PRE-INDUSTRIAL AGE
(BEFORE
Examples
1700’S)
3. Papyrus is made from pith of
papyrus plant. It is used in
ancient times as writing surface
to designate documents written
on its sheets, rolled up to
scrolls
 PRE-INDUSTRIAL AGE
(BEFORE
Other examples:
1700’S)
4. Acta Diurna in Rome
(130 BC)
5. Dibao in China (2nd
Century)
6. Codex in the Mayan
region (5th Century)
7. Printing press using
wood blocks (220 AD)
 INDUSTRIAL AGE (1700’S –
1930’S)
 People used the power of steam, developed machine tools,
established iron production, and the manufacturing of
various products (including books through the printing press
Examples
1. Printing press typically used
for texts. It is a device that
applies pressure to an inked
surface resting upon a print
medium (like paper or cloth).
INDUSTRIAL AGE (1700’S –
1930’S)
Examples
2. Telegraph - used for long-
distance communication by
transmitting electrical signals
over a wire laid between stations.
 INDUSTRIAL AGE (1700’S –
1930’S)
Examples
3. Motion Picture - (also known as
film or movie) is series of still
photos on film, projected in rapid
succession onto a screen by
means of light.
 INDUSTRIAL AGE (1700’S –
1930’S)
Other examples:
4. Newspaper (1640)
5. Typewriter (1800)
6. Telephone (1876)
7. Motion picture photography/projection (1890)
8. Commercial motion pictures (1913)
9. Motion Picture with sound (1926)
10. Punch cards
ELECTRONIC AGE (1930’S –
1980’S)
 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.
 ELECTRONIC AGE (1930’S –
1980’S)
Other examples:
1. Television (1941)
2. Personal Computers – Hewlett Packard 9100A (1968)
3. Apple 1 (1976)
4. Overhead Projector, LCD projectors
NEW AGE OR INFORMATION AGE
(1900’S – 2000’S)
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
 NEW AGE OR INFORMATION AGE
(1900’S – 2000’S)
Other examples:
1. Web browsers: Mosaic (1993), Internet Explorer (1995)
2. Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
3. Social Networks: Friendster (2002), Multiply (2003), Facebook
(2004)
4. Microblogs: Twitter (2006), Tumblr (2007)
5. Video: Youtube (2005)
 NEW AGE OR INFORMATION AGE
(1900’S – 2000’S)
Other examples:
6. Augmented Reality/ Virtual Reality
7. Video Chat: Skype (2003), Google Hangouts (2013)
8. Search Engines: Google (1996), Yahoo (1995)
9. Portable computers – Laptops (1980), netbooks (2008), tablets (1993)
10. Smartphones
11. Wearable Technology
12. Cloud and Big Data
 FUNCTIONS OF COMMUNICATION OF
MEDIA
1. Monitoring Function. This is to inform the citizens on what is happening
around them.
2. Information Function. This is to educate the audience on the meaning and
significance of the facts.
3. Opinion Function. This is to provide a platform for public political discourse.
It is to facilitate public opinion and expression of dissent
4. Watchdog Role of Journalism. It denounces the wrongdoing of the
government and the private which leads to increasing of accountability and
spearheading positive changes.
5. Channel for Advocacy of Political viewpoints
INDIGENOUS
MEDIA AND
OTHER SOURCES
OF INFORMATION
SOURCES OF INFORMATION
1. INDIGENOUS MEDIA - defined as variety of media expression
conceptualized, produced, and circulated by indigenous people
with information appropriate to their culture.
Indigenous Knowledge – a unique knowledge from a specific
culture or society
Indigenous Communication - transmission of information through
local channels or forms by which the culture is preserved, handed
down and adapted
INDIGENOUS MEDIA
Characteristics of Indigenous Media
 Oral tradition of communication
 Store information in memories
 Information exchange is face-to-face
 Information is contained within the border of the community
INDIGENOUS MEDIA
Forms of Indigenous Media
 Fold or traditional media
 Gatherings and social organization
 Direct observation
 Records (written, carved, oral)
 Oral instruction
SOURCES OF INFORMATION
2. LIBRARY - a place where artistic, literary, musical and
reference materials such manuscripts, books, and films are kept
for use and not for sale
Types of Libraries
 Academic Library – Colleges and Universities
 Public Library – cities and towns
 School Library – students for Kindergarten to Grade 12
 Special Library – Specialized environment such as hospital, private
business and the government.
SOURCES OF INFORMATION
3. INTERNET - a global computer network providing a variety of
information and communication facilities, consisting of
interconnected networks using standardized communication
protocols
Evaluation criteria to help you assess online resources:
 Currency. It is the timeliness of information
 Relevance. It is the significance of the information that you need
 Authority. It is the source of information.
 Accuracy. It is the closeness of the report to the actual data
 Purpose. The reason why it is created
SKILLS IN DETERMINING THE
RELIABILITY OF
INFORMATION
1. Check the Author
2. Check the Date of publication or of update
3. Check for Citations
4. Check the Domain or owner of the site/page
 .com – commercial
 .gov – government
 .edu – educational
 .org – nonprofit organization
 .mil - military