The Evolution of

Traditional to
New Media
•COMMUNICATION
began as drawing on
walls of caves, carvings
on barks of trees, and
later on, papyrus and
parchment.
Invention of Writing
• CUNEIFORM (from Latin
word cuneus for “wedge”)
Created around 3200 B.C.
• Scribes would carve wedge-
shaped marks on clay
tablets using a sharp tool
called a STYLUS.
•Evolved out of a
system of pictographs
used to record goods
brought to the temple
storehouses.
•Became more
complicated over time.
Stylus
•Each of these
illustrated man’s
capacity and desire
to interact, link up
and build
connections.
•As population
increased, people
became more
dispersed and
settlements were built,
mostly in areas where
they can find food.
•These
developments
altered how
people
communicate to
one another.
From Papyrus To Paper
• It was the Christians
who invented the
CODEX around AD 100,
a document which
rightfully referred to
as the prototype of a
book.
•Papyrus pages
facing one
another were
bound together
instead of rolled
up for easy
reading
•, because it only
meant flipping the
pages instead of
unrevealing a long
papyrus
15 CENTURY
th

• A revolution in printing
took place.
• This is very significant
because any attempt to
tackle history of modern
media should always begin
with the printed book.
Johann Gutenberg (1394-1460)
• Johannes Gutenberg’s
15th-century invention of
the movable type printing
press, books were
painstakingly handwritten
and no two copies were
exactly the same.
The printing
press made
the mass
production of
print media
possible. Not
only was it
much cheaper
to produce
written
material
•,but new
transportation
technologies also
made it easier for
texts to reach a
wide audience.
• In the 1830s, the major daily
newspapers faced a new
threat from the rise of
PENNY PAPERS, which were
low-priced broadsheets that
served as a cheaper, more
sensational daily news
source.
•They favored news
of murder and
adventure over the
dry political news of
the day.
•While
newspapers
catered to a
wealthier, more
educated
audience
• the Penny Press
attempted to reach a
wide swath of readers
through Cheap Prices
and entertaining (often
scandalous) stories.
•The Penny Press can
be seen as the
forerunner to today’s
gossip-hungry
tabloids.
•In the early decades
of the 20TH
CENTURY, the first
major non-print form
of mass Media—radio
—exploded In
Popularity.
• Radios, which were less
expensive than
telephones and widely
available by the 1920s,
had the unprecedented
ability of allowing huge
numbers of people to
listen to the same event
at the same time.
•The post–World War II
era in the United
States was marked by
prosperity, and by the
introduction of a
seductive new form of
mass communication:
TELEVISION.
• Broadcast technology,
including radio and
television, had such a
hold on the American
imagination that
Newspapers and other
print media found
themselves having to
adapt to the new media
landscape.
•PRINT MEDIA was
more durable and
easily archived
•it allowed users
more flexibility in
terms of time
•Broadcast media,
in contrast,
usually aired
programs on a
FIXED SCHEDULE
•Until the advent of
DIGITAL VIDEO
RECORDERS in the
LATE 1990S, it was
impossible to pause
and rewind a live
television broadcast.
•The media world
faced drastic
changes once again
in the 1980s and
1990s with the
spread of Cable
Television.
• During the early
decades of television,
viewers had a limited
number of channels to
choose from—one
reason for the charges
of homogeneity.
•New media
technologies
both spring
from and
cause social
changes.
•For this reason, it
can be difficult to
neatly sort the
evolution of media a
into clear causes
and effects.
• In 1969, management
consultant Peter Drucker
predicted that the next
major technological
innovation would be an
electronic appliance that
would revolutionize the
way people lived just as
thoroughly as Thomas
Edison’s light bulb had.
Current and
Future Trends in
Media and
Information
• During the pandemic, even
the few remaining outlets
for entertainment that
have remained analog –
like music concerts and
theatre – moved into the
digital domain.
Massive Open Online Course
• A known example is the
Massive Open Online Course, or
MOOC. An online course that
offers open access via the
Internet for free or at a low
cost.
• The term Massive Open Online
Course was used for the first
time by George Siemens”
Connectivism and Connective
knowledge”(CCKO8)course.
MOOC respects certain
technical specifications and
four characteristics:
1. Using web formats
2. Collaborative learning
3. Assessing knowledge
4. Time limits
•In addition, MOOC
offers university-level
courses without the
need to complete an
entire program of
studies, and are
becoming
increasingly popular.
• Massive Open Online
Content and its
Implications Massive Open
Online Content (MOOC) is
defined by Educause as a
model for delivering
learning content online to
any person who wants to
take a course, with no limit
on attendance.
 It can be characterized by the
following:
a. A revolutionary approach to
education that veers away from the
physical to the virtual.
b. A kind of learning that happens
online, breaking the norm of
traditional schools or universities for
higher education.
 c. Utilizes information technologies
like analytics to help instructors
gauge their student’s learning.
d. Emphasis on connectedness.
•They offer a large
number of students the
opportunity to study
high-quality courses
online with prestigious
universities, often at no
cost.
Artificial intelligence
• Artificial intelligence
(AI) will continue to
have a transformative
impact throughout the
media industry. Within
this industry, its three
most important
functions will be
recommendation,
voice recognition and
media automation.
The Metaverse
• Virtual events,
performances, and
shows have all grown
in popularity while
much of society has
been locked down or
restricted in how
often we can leave
our homes.
 NFTs

• of digital assets
and enable
“unique” digital
content – are
controversial
but undeniably
revolutionary.
Social media 2.0
• Social media is constantly evolving
– how many people reading this still
update their My space page?
Facebook is still the biggest social
network by some margin, but
throughout 2022 will continue to
shed users, particularly younger
ones, to newer competitors, as they
continue to be drawn towards “the
next big thing
•.” Social media 2.0 can be
thought of as being
defined by a desire to
overcome some of the
negative aspects
identified within
“traditional” social media.