Module 2: The Evolution of

Traditional to New Media

Efraim A. Sanchez
Media and Information Literacy
• “Media” is described
as means of
communication for
people which includes
newspapers, radio,
televisions, and the
internet.
 NEW NORMAL

COMMUNICATIO INFORMATION DISTANCE

N DISSEMINATION LEARNING WORK AT HOME
1.What can you say
about the pictures
shown?
2.What are the faces of
the scenario or
situation presented?
3.What do you think is
the lesson is all about?
 Evolution of Traditional to New Media

INFORMATION
AGE
ELECTRONIC
AGE
INDUSTRIAL
AGE
PRE-
INDUSTRIAL
AGE
•1.Pre-Industrial Age (Before
1700s)
• -about 4.5 million years ago
• -the early hominids discovered
fire, developed paper from
plants, and built weapons
(Teaching Guide for Senior
High School Media and
Information Literacy, p. 20).
1.Pre-Industrial Age (Before 1700s)
-prehistoric inhabitants used stone
tools and metals as part of their daily
activities like hunting and gathering.
-useS crude stone tools to create
things considered rock art.
“prehistoric arts such as
petroglyphs and pictographs were
considered the earliest forms of
traditional media (Magpile , 2016, p
17-18).
2. Industrial Age (1700s -
1930s)
Industrial age occurs during
the industrial revolution in
Great Britain.
This period brought in
economic and societal
changes, such as the
substitution of handy tools
with machines like the power
loom and the steam engine.
2. Industrial Age (1700s - 1930s)
The transformation of the
manufacturing industry, and
commercial enterprise for mass
production of various products
occurred.
communication became
possible via telegraph, a system
used for transmitting messages.
(Magpile, 2016, p. 19-20)
3. Electronic Age (1930s -
1980s)
People utilized the power of
electricity that made
electronic devices like
transistor radio and television
Act as a switch or gate for electronic
signals, opening and closing an electronic

work. gate many times per second.

The creation of the

transistor piloted the rise of
the electronic age.
•3. Electronic Age (1930s -
1980s)
• Used in radio, electronic circuits,
and early computers.
• People made use of air access to
communication. (Teaching
Guide for Senior High School
Media and Information Literacy,
p. 21)
•4. Information Age (1900s -
2000s)
• Is a period also known as the
digital age.
• Use of the worldwide web
through an internet connection.
• Communication became faster
and easier , through social
connection s or different social
media.
•4. Information Age (1900s -
2000s)
• Use of microelectronics lead
to the development of
laptops, netbooks mobile
phones, and wearable
technology. (Teaching Guide
for Senior High School Media
and Information Literacy, p.
21)
 Lists of media throughout the four ages
 
Pre-Industrial Age (Before 1700s)
Clay tablets in Mesopotamia
• Cave paintings (35,000 BC) (2400 BC)
 Lists of media throughout the four ages
 
Pre-Industrial Age (Before 1700s)
Papyrus in Egypt (2500 BC) Acta Diurna in Rome (130 BC)
Lists of media throughout
the four ages
 
Pre-Industrial Age (Before
1700s)
• Printing press using wood blocks (220
AD)
 Lists of media throughout the four ages
 
Industrial Age (1700s-1930s)

• Printing press for mass • Newspaper- The London

production (19th century) Gazette (1640)
 Lists of media throughout the four ages
 
Industrial Age (1700s-1930s)

• Telegraph Figure • Punch cards

 Lists of media throughout the four ages
 
Electronic Age (1930s-1980s)

• Transistor Radio Television (1941)

 Lists of media throughout the four ages
 
Electronic Age (1930s-1980s)
• Personal computers - i.e.
HewlettPackard 9100A (1968),
Apple 1 (1976)
• OHP, LCD projectors
 Lists of media throughout the four ages
 
Information Age (1900-2000s)
• Web browsers: Mosaic • Blogs: Blogspot (1999),
(1993), Internet Explorer LiveJournal (1999), Wordpress
(1995) (2003)
 Lists of media throughout the four ages
 
Information Age (1900-2000s)
• Social media: Friendster
(2002), Multiply (2003), • Microblogs: Twitter (2006),
Facebook (2004) Tumblr (2007)
 Lists of media throughout the four ages
 
Information Age (1900-2000s)
• Augmented Reality / Virtual
• Video: YouTube (2005) Reality
 Lists of media throughout the four ages
 
Information Age (1900-2000s)
• Portable computers- laptops
• Search Engines: Google (1996), Yahoo (1980), tablets (1993) netbooks
(1995) (2008)
 Lists of media throughout the four ages
 
Information Age (1900-2000s)
• Wearable
• Smartphones technology
Lists of media throughout the four ages
 
Information Age (1900-2000s)

• Cloud and Big DatA

The influence of media on the values and norms of
people

Norms
-is a standards of
behavior that are Example *social
expected in a society standards
based on their • respect for elders
customary laws or • obtaining education
conduct. • getting married
• gender roles.
Norms begins at home

Expand ourselves to the social world

People are no longer limited to his/her socia

group

Media become more influential in differe

aspects of people’s lives
 Media provide access to
ideas that are restricted in
the past. Due to people’s
capability to relate,
deliberate, and
communicate freely
online, the conventional
ideas are challenged
 Influence of media ( Arias,2016)

• -indirect effects
Individual or direct
theory deals
effect with how the
• -media will go exactly social media is
from the source to the or distributed to
mindset of each individual indirec an audience.
in the audience t effect • -the media
content it
spread through
other avenue
 Albert Bandura's (1986) Social
Learning Theory, wherein media
operates by means of educational
models.

•* occurs through
observation, imitation,
and modeling and is
influenced by factors
such as attention,
motivation, attitudes,
and emotions.
 Roles and functions of media in democratic
society
*stability of the political
system and to the constant
change in society
Mass media make an provide as complete, objective, and
essential contribution understandable information as possible,
to the functioning of
contribute to the formation of opinions
democracy and fulfill in free and open discussion and
certain functions for
society. accompany with criticism and control
through investigative journalism.
 The media assume the role of mediator and
guardian
• must be away
often very
complex
from public

Citizens should have a say

in a democracy, they must
possibilities • political
for control procedures are be informed about the
and criticism questioned important political
processes and content
informing
citizens about • warn them of
developments possible undesirable
at an early developments
stage
 In the field of business
Gives customers the ability to publicly share their views
about the product.

Brand Loyalty without persuasion

Attract bigger audience

Reducing marketing abnd promotional cost

ACTIVITY

IN A GROUP WITH 4
MEMBERS, CREATE A
TIMELINE OF ON HOW
THE EVOLUTION OF
TECHNOLOGY
STARTED UPTO THE
PRESENT.
DEFINE/DESCRIBE
EACH LEVEL OF
EVOLUTION.