Most Essential Learning

Competency:

• Explain how the evolution of

media from traditional to new
media shaped the values and
norms of people and society.
Communicate Learning Objectives:
State the objectives of today’s lesson:
• Examine the technology or resources available during
the prehistoric age, the industrial age, the electronic age,
and the new or digital age.
• Identify the devices used by people to communicate
with each other, store information, and broadcast
information across the different ages.
Inciting Questions:
✓ How do you think our ancestors communicate with each
other?
✓ What could be their first way of communication?
✓ What are the stories behind the growth of technologies
nowadays that we use to interact with one another?
✓ How do these evolutions of media affect the ways of people
living in the society?
The Evolution of Traditional to New Media

a. Pre- Industrial Age/Prehistoric Age

b. Industrial Age
c. Electronic Age
d. New (Information) Age
Pre-Industrial Age/ Pre- Historic
Age (Before 1700s)
-People discovered fire, developed paper from
plants, and forged weapons and tools with stone,
bronze, copper and iron.
 Pre-Industrial Age/ Pre- Historic Age (Before 1700s)
Examples:
• Cave paintings (35,000 BC) – these paintings served as
warning for danger, instructions on how to kill wild beast
and records of the history and culture.
• Clay tablets in Mesopotamia (2400 BC) - – found in
Mesopotamia; used as a writing medium of cuneiform characters
(writings using wedge-shaped tools).
• Papyrus in Egypt (2500 BC) – it was made from papyrus
plant; the chief writing material in ancient Egypt; adapted by
Greeks and used extensively in the Roman Empire.
 Pre-Industrial Age/ Pre- Historic Age (Before 1700s)

Examples:
• Acta Diurna in Rome (130 BC)
• Dibao in China (2nd Century)
• Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD) – originated in
China. It is a technique of printing text, images or patterns
used widely throughout East Asia.
 Industrial Age (1700s-1930s)
• The Industrial Age began in the 18th century in Great Britain when the
country made drastic reforms to improve their economy. Technology
shifted from using hand tools to operating power-driven machines. Most
people associated factories and machines to industries.
• Selling of goods boosted during the Industrial Age. The concept of mass
production or manufacturing of goods in large quantities was introduced,
increasing the demand for bigger and better machines.
• People used the power of steam, developed machine tools, established
iron production, and the manufacturing of various products (including
books through the printing press).
 Industrial Age (1700s-1930s)
Examples:
 Printing press for mass production (19th century)
 Newspaper- The London Gazette (1640)
 Typewriter (1800)
 Telephone (1876)
 Motion picture photography/projection (1890)
 Commercial motion pictures (1913)
 Motion picture with sound (1926)
 Telegraph
 Punch cards
 Electronic Age (1930s-1980s)
- 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 (1930s-1980s)
Examples:
• Transistor Radio
• Television (1941)
• Large electronic computers- i.e. EDSAC (1949) and
UNIVAC 1 (1951)
• Mainframe computers - i.e. IBM 704 (1960)
• Personal computers - i.e. Hewlett Packard 9100A (1968),
Apple 1 (1976)
• OHP, LCD projectors
 New/ Information Age (1900s-
2000s)
- 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/ Information Age (1900s-2000s)
Examples:
• Web browsers: Mosaic (1993), Internet Explorer (1995)
• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social networks: Friendster (2002), Multiply (2003), Facebook (2004)
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003), Google Hangouts (2013)
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), netbooks (2008), tablets (1993)
• Smart phones
• Wearable technology
• Cloud and Big Data
 THEORIES ON THE RELATIOSHIP OF MEDIA
EVOLUTION TO SOCIAL AND CULTURAL
CHANGE:
a. Technological Determinism Theory
- assumes that a society’s technology drives the
development of its social structure and cultural values;
Veblen, Thorstein (1857-1929)
- states that media technology shapes how we as
individuals in a society think, feel, act, and how the
society operates as we move from one technological age
to another; Mcluhan, Marshall (1962)
 THEORIES ON THE RELATIOSHIP OF MEDIA
EVOLUTION TO SOCIAL AND CULTURAL
CHANGE:
b. Cultural Determinism Theory.
- states that culture shapes technology
- assumes that society is in control of technology
- states that innovations overtime does not dictate how society
must adopt and function concerning these technologies
- presumes that technology is a product of need
- assumes that when technology not needed or don’t have a
practical use will perished
 THEORIES ON THE RELATIOSHIP OF MEDIA
EVOLUTION TO SOCIAL AND CULTURAL
CHANGE:
b. Cultural Determinism Theory.
- states that culture shapes technology
- assumes that society is in control of technology
- states that innovations overtime does not dictate how society
must adopt and function concerning these technologies
- presumes that technology is a product of need
- assumes that when technology not needed or don’t have a
practical use will perished