P O R T J A N U A RY 1 6 , 2 0 2 4

R E

THE
EVOLUTION OF
MEDIA
PRESENTED BY GROUP 2
“YOUNG PEOPLE DO NOT
READ NEWSPAPERS
ANYMORE; THEY VISIT
ONLINE SITES”
 Marshall McLuhan
• Technological determinism is a theory that believes technology is a
steering factor in how a society develops its structures and values.

• Media are critical forces or influences that shape how an individual

thinks, acts, and how societies organize and operate themselves.

• Subdivided the history of media into four ages.

TRIBAL AGE OF
AGE LITERACY

PRINT ELECTRONIC
AGE AGE
Tribal Age
• Prevalence of oral communication
• Prehistoric people relied on face-to-face interactions.
• Use of auditory senses
• Emphasizes equality in terms of information
• Lives in a world of “acoustic space”
Age of Literacy
• Invention of the phonetic alphabet
• Emphasizes the eye as the primary organ in this era
• Humans communicate through writing and reading
• People became more rational and visual through the use
of the alphabets
• Enables people to communicate and share information
privately.
• Hieroglyphs as an example of early writing forms.
• Freedom to leave their tribes and experience other
cultures. (Independence)
Print Age
• Books and papers were reproduced manually.
• Restricted to the ruling or elite class of society
• Johannes Gutenberg invented the first printer.

The Gutenberg Press

 • Characterized by the further dominance of visual space
and logical thinking.
• Contributed to the nationalist identity of people.
• Cultivated a sense of homogeneity
• Produced the prototypes for the Industrial Age.

People printing and reading books

Electronic Age
• Started from 1940 to the present
• Characterized by the dominance of the electric media,
such as telegraph, radio, film, telephone, computer, and
television.
• Described as a force that turned the planet into a global
village, where people are all globally connected, even at
a distance.
New Media or Information Age

• The Tribal age, the age of literacy, the print age, and the
electronic age all revolved around traditional media (print,
radio, and television).

• But the technological advancement of the recent decades

blossomed with the invention of computers and the internet.
• Turned end users from mere “receivers” of messages into
“senders”
• New Media - Products and services that provide information or
entertainment using computers or the internet.
• Digitally produced as interactive, and requires at least a two-
way communication.
Dr. W. James Potter
• According to Dr. W. James Potter, 3 key innovations led to the
development of New Media:
• Affordable personal computer - first computers were very big and were
only affordable to the government and rich businesses.
• The digitization of information - All bits of information are now
transformed into code that can be easily charred across all forms of media.
• The Internet - lets anyone access unlimited quantities of information
Pre-Colonial Period
• Many forms of literature developed during the pre-colonial
years. Such as:
• Sabi (maxim)
• Bugtong (riddle)
• Kumintang (war song)
• Tutul (folk tale)
• Darangan (epic poetry)
 • Umalohokan (town crier) - Served as a walking bulletin who
went around the barangay to deliver public announcements.

• Decrees and other forms of literature were immortalized through

scripts on leaves and barks of trees, written in ancient Filipino
systems of writing, such as baybayin and kavi.

Image of an Umalokohan
Spanish Period
• Filipino natives were introduced to print media using paper and
ink.
• Doctrina Christiana (1593) - first published book in the
Philippines dealing with Christian doctrine.
• Del Superior Gobierno - first regular newspaper in the country,
introduced by the Spanish Government in 1811.
• The first Spanish sheet of information called Aviso al público
appeared in the Philippines in 1809.
• La Esperanza (1846) - the first newspaper distributed daily in
the country.
• Cinema came to the Philippines in 1897.
 • Antonio Ramos - a Spanish soldier, the first motion picture
producer in the country.
• Pertierra - a Spaniard, introduced the motion picture to
Filipinos in Manila on January 1, 1897.

Kandelerong Pilak
American Period
• Newspapers by American journalists were introduced.
• The Manila Times (1898)
• The Bounding Billow
• Official Gazette (1898)
• Manila Daily Bulletin (1900)
• Philippine Free Press (1908)
 • Nationalist newspaper emerged again by 1920 with the
foundation of pro-Filipino The Philippine Herald which is
organized through the efforts of Manuel L. Quezon.
• El Nuevo Dia (The New Day) founded by Sergio Osmeña in
Cebu in 1900
• El Renacimiento (1908)
• Sakdal (1930)

Sergio Osmeña (4th President of The Philippines)

Notable Films in The Golden Age

• From 1930s to 1950s, the Golden Age of Philippine Cinema

began.
• Komiks was another mass medium that was formally
introduced in the same period.
• Antonio Velasquez, regarded as "The Father of Filipino
Komiks" saw the potential of the illustrated medium in 1926.
• First illustrated cartoon character was named "Kenkoy",
published in January 11, 1929 in issue of Liwayway.

“Kenkoy” by Antonio Velasquez

Martial Law Period
• Philippine Media experienced turbulence due to the
administration of the late President Ferdinand Marcos (1969-
1986).
• Private-owned media institutions were taken over by the
government when Martial Law.

• Daily Express
• Bulletin Today
• Times Journal
Post-Martial Law Period

• The People Power Revolution of 1986 proved beneficial to the

media industry as censorship was lifted.
• Internet was first made available in the Philippines on March
29, 1944.
THANK YOU
Group 2 Members
Hyun Bee Kim
Jacob Carbonell
Shanley Evangelio
Mark Joseph Cruz
REFERENCES
• https://www.history.com/topics/inventions/printing-press
• https://nic.pressbooks.pub/messagesthatmatter/chapter/the-printing-press/
• https://en.wikipedia.org/wiki/Printing_press
• https://evolutionofmediaorg.wordpress.com/2016/09/06/the-age-of-literacy/
• https://evolutionofmediaorg.wordpress.com/2016/09/06/print-age/
• https://en.wikipedia.org/wiki/Cinema_of_the_Philippines