MEDIA AND

INFORMATION
TECHNOLOGY
Prepared by:

APRILYN O. JAVELLANA
Lesson 1: The Evolution of Traditional
Media to New Media
Activity 1: Venn Diagram

Media Literacy Information Literacy

Technology (Digital) Literacy

Guide Questions:
1. What is Media Literacy?
2. What is Information Literacy?
3. What is Technology (Digital) Literacy?
4. What are the similarities and differences of media literacy,
information literacy and technology literacy?
PROCESS QUESTIONS:
1. If the Titanic sank in the Atlantic Ocean, how did the
news reach the people in England and New York at
that time?
2. If the Titanic sank today, in what format will people
receive or read the news?
PREHISTORIC AGE (Before 1700s) People discovered fire,
developed paper from plants and cast instrumentality or weapon through
stone, bronze, copper and iron.
The Difference Between Traditional Media and New
Media
Let us try to compare this traditional media and new media, in the view
of how this Media being part in our daily lives today. As we continually
interacting, listening and exchanging ideas to each and every one. The
New media is much appreciated and completely being use in different
form of communications. It allows its users to give their opinions
instantly. Take a look at the illustration below for you to come up with
the total distinction or similarity.
The Philippine Constitution state, in Section 4 Article III “No law shall be
passed abridging the freedom of speech, of expression, or the press, or
the right of the people peaceably to assemble and petition the
government for redress of grievances.” This should be a core
foundation between media and government. Looking at the real
situation right now media is being use by the dirty politician for their
personal interest and intentions.
I would like to introduce this normative theories of the press
to take your time in reading and reflect on it. This would
somehow will give you an idea of how media and government
working in old times. Normative theories were first proposed
by Fred Siebert, Theodore Peterson and Wilbur Schramm in
their book called “Four Theories of the Press”. At first the word
“Normative Theory” was pronounced in USA during the height
of ‘cold war’ with communism and soviet. Often it called as
western theories of mass media.
Authoritarian Theory
Authoritarian theory describe that all forms of communications are
under the control of the governing elite or authorities or influential
bureaucrats. Authoritarians are necessary to control the media to
protect and prevent the people from the national threats through any
form communication (information or news). The press is an instrument
to enhance the ruler’s power in the country rather than any threats.
SOVIET MEDIA THEORY
The Soviet Union was restructured with new political system based on
the Marxist-Leninist principles. The newly formed communist party by
Lenin shows much interest in the media which serves to the working
class in the country and their welfares. So the Soviet originates a theory
from Marxist, Leninist and Stalinist thoughts, with mixture of Georg
Wilhelm Friedrich Hegel ideology is called “Soviet Media Theory” is also
known as “The Communist Media Theory”. The same theory was
developed and followed by Adolf Hitler’s Nazi in Germany and Benito
Mussolini in Italy.
Stalinist Theory
• The method of rule, or policies, of Joseph Stalin, Soviet Communist
Party and state leader from 1929 until his death in 1953. Stalinism is
associated with a regime of terror and totalitarian rule.

Georg Wilhelm Friedrich Hegel

German philosopher who developed a dialectical
scheme that emphasized the progress of history and
of ideas from thesis to antithesis and thence to a
synthesis.
Libertarian Theory
Sees people are more enough to find and judge good ideas from bad.
The theory says people are rational and their rational thoughts lead
them to find out what are good and bad. The press should not restrict
anything even a negative content may give knowledge and can make
better decision whilst worst situation. The libertarian thoughts are
exactly against or opposite to the authoritarian theory which means
the authoritarian theory says “all forms of communication works under
the control of government or elite like king”.
Social Responsibility Theory
Allows free press without any censorship but at the same time
the content of the press should be discussed in public panel
and media should accept any obligation from public
interference or professional self-regulations or both. The
theory lies between both authoritarian theory and libertarian
theory because it gives total media freedom in one hand but
the external controls in other hand.
Marxist Theory and Leninist Theory
The crimes we shall expose are to be judged not by the standards of
Communist regimes, but by the unwritten code of the natural laws of
humanity.
 Function of Communication and Media
(According to McNair communication and media function)
1. Media
2. Media Literacy
3. Conversation
4. Media and Information
5. Technology Literacy
6. Public Speaking
7. Identifying/recognizing information needs
8. Information
9. Technology literacy
10. Media and information literacy